Automotive parts sales and distribution is certainly one of the leading market segments in our country. Nowadays where there is a huge competition among this branch, companies must build strong visual identities to appeal customers. Shift worked closely with Jurprom management team and the in-house marketing team on the strategic rebrand. The client wanted to strengthen its position as a leader in the automotive parts marketplace and highlight its stability, reliability and accessibility in the mind of existing and new consumers. The companys legacy relies on quality and fairness in the first line, so that the company’s products portfolio is based on the optimal relation of value and function, which is also the foundation for a great customer experience. The company offers their customers a wide selection of choices in different product categories, and the accessible sales support staff, with a wealth of knowledge makes the client feel valued and secure. Logo design is based on the dynamic lines that form the letter "J". This provides us with opportunities to create an accompanying visual system, which can be used in the design of promotional material and thus helps to enrich the whole visual identity. We used a clear and elegant typography with rounded endings and thus follow the shape of the dashes in the sign. Our team was charged with creating an identity for a target audience of clients that would include a wide target audience of drivers, but primarily car repair shop owners such as auto electricians and car mechanics. Visual identity development was the initial stage in client's intention to expand retail store network throughout Bosnia and Herzegovina.