Hoffman Auto Group is widely regarded as the Greater Hartford area's and Connecticut's top auto dealer, and among New England's biggest at annual revenues over $300 million. They engaged with The Worx Group to "standardize" their marketing communications across all media.

In the initial strategic and research work around brand standardization, it became apparent that there might be an opportunity to alter the 87-year old brand more significantly – including the famous Hoffman script logo and recognizable slogans of "First Family of Cars" and "Whatever Road You Travel."

The Worx Group constructed a comprehensive brand activation plan that set out to maintain Hoffman's market leader position while elevating the brand from simply a top car dealer to a new status level – an "auto brand" – one that separates from the dealer pack and looks, acts and performs more like the premier car brands they represent.

The new Hoffman brand was unveiled at an all-employee event on April 14, 2009, at Renstschler Field in East Hartford, home of the University of Connecticut football team.