Do Yourself Proud
How do you turn a business ambition into something personal? GSF Car Parts wanted to become number one, but getting there would require more than targets and commercial strategy. It needed an idea that could unite a fast-moving national business, inspire its people and give customers another reason to choose GSF. RAW Brothers helped transform Do Yourself Proud from a powerful phrase into a complete brand experience: a shared attitude, a distinctive identity and a golden thread connecting GSF’s people.
THE CHALLENGE
GSF is one of the UK’s fastest-growing motor factors, with an ambitious team and a clear desire to challenge the market leader. But growth had created complexity. Across the business, different messages, campaigns and initiatives were competing for attention. GSF was well known for what it did, supplying car parts, but there was an opportunity to tell a more compelling story about the attitude, energy and people behind its success, to connect individual behaviour with GSF’s wider ambition to become number one.
THE INSPIRATION
Through leadership and employee workshops, branch visits, interviews and a brand audit, we explored the character of GSF. The language was already there: move at pace, know your stuff, make things happen, keep your word, go the extra mile and never accept “that’ll do”. GSF people were competitive and committed, yet genuine, straightforward and willing to pull together. This gave us the foundation for Do Yourself Proud. The idea is personal: an invitation to give your best, raise your expectations and finish knowing you made a difference. Collectively, it describes the attitude and behaviours that can move GSF forward.
THE RESULTS
RAW Brothers created a strategic and creative foundation for Do Yourself Proud. We developed the brand strategy, positioning, visual identity, photographic direction and tone of voice, supported by guidelines. The handwritten identity feels personal, while the visual system brings energy, pace and humanity to the GSF brand. Alongside the identity, we created an employee-experience roadmap with practical ways to embed the idea. The result is a flexible platform that connects personal pride with business performance. One thought, expressed consistently across the organisation, giving everyone at GSF a role in the journey to number one.
Do Yourself Proud. More than a slogan on a poster. An attitude for the whole business.
Project highlights
Strategy
Embedding the idea across culture, environment, communications, development and recognition.
Tone
Straightforward, energetic and positive - unmistakably GSF.
People
Bringing the idea to life for employees and customers across the national branch estate.
