AMA Collision Rebrand & Customer Experience Design

PROJECT OVERVIEW:

AMA Collision decided to rebrand and consolidate its 70 sites under one brand in order to create a more cohesive and consistent customer experience across all locations. This would allow them to better showcase their brand identity and values, and strengthen customer trust and recognition with insurers and drivers.

The new positioning of "Repairs Driven by You" aims to empower customers by putting them at the center of the repair process. This will give customers more input and control over their repairs, leading to a more personalised and satisfying experience at AMA Collision's repair centres.

  • The new-look repair centre enables the ultimate customer experience with drive-thru valet, transparent site lines to the back-of-house operations, and modern, comfortable waiting areas.

  • A consultative approach to customer service through open communication and educating the customer on the process and repair capabilities.

  • We introduced service extensions with additional repair options, providing the customer with the flexibility to choose greener parts, add panel repairs, replace tyres, or update vehicle detailing.

  • Design improvements in the workshop flow aim to enhance repair efficiency by optimising the layout of workstations, improving the flow of vehicles in and out of the shop, and streamlining the overall repair process for faster turnaround times and better quality repairs.

  • Back-of-house design also incorporated EV repair capabilities, including EV charging stations, which reflects the brand’s commitment to sustainability and innovation by staying ahead of emerging technologies and trends in the automotive industry.

RESULTS:

  • Delivered revenue uplift of 5–20% across targeted sites through improved quoting processes, upselling strategies, and service alignment.

  • Embedded customer-centric sales behaviours to maximise repair value while maintaining trust and transparency.

  • Elevated site-level performance through clear value messaging and tailored local area marketing plans.

  • Contributed to improved key customer sentiment, particularly among major insurers, by driving consistency, professionalism, and service standards across the national network.

SERVICES: Branding, Customer Experience and Process Design, Site Design, Signage, Merchandising and Launch Event.

Interior of a vehicle inspection bay with entry lanes, a white SUV parked, signage for customer office, and overhead clearance warnings.
Modern car dealership design studio with color samples, a red car panel display, a seating area with an orange couch and cream chairs, digital screens showing car information, and a kitchenette in the background.
Spacious automotive repair shop with multiple cars and open hoods.
Exterior of a vehicle assessment facility with a gray metal building, a red entrance labeled 'Vehicle Assessments,' and signage for AMA Collision.