About Driveline
Driveline Auto Care is a leading example of full-scale auto care branding in Sri Lanka. It was built from the ground up into the country’s leading auto care business. Driveline now provides quick service and premium car care Colombo solutions through a growing network of auto service outlets in Sri Lanka. Its premium subsidiary, Driveline Studios, sits alongside it.
Challenge
Yellawt was engaged for over 4 years with Driveline. This wasn’t a conventional brief. Yellawt worked as an embedded partner within the company during a period of major organizational restructuring. They worked alongside the broader consulting group brought in for that restructuring. Yellawt contributed to the business’s strategic direction from its earliest stages. This included input into the selection of the new brand name itself. The challenge was to deliver complete auto care branding from zero. That meant name, visual identity, market positioning, and physical presence, all at once. At the same time, the brand had to relaunch to an existing customer base. Trust and continuity couldn’t be compromised.
Approach
Yellawt led the complete auto care branding and brand identity development for Driveline Auto Care. This spanned naming, logo design, brand guidelines, signage, hoardings, staff uniforms, photography style, and tone of voice. Together, these elements built a cohesive identity system. The team then applied it consistently across every touchpoint. In addition, the work extended to the company’s premium subsidiary, Driveline Studios. As a result, brand consistency held across both entities.
The relaunch, meanwhile, ran through a structured auto care marketing strategy. Specifically, it combined informative social media content with targeted paid digital campaigns. Together, these carried the brand transition to its existing car care Colombo audience. Furthermore, organic growth initiatives supported the relaunch and sparked multiple viral moments. Alongside this, SEO efforts pushed Driveline to the top of search results. Consequently, it now ranks highly for “Auto Care Sri Lanka.”
Yellawt also designed and developed Driveline’s website as part of the broader brand rollout, applying the same user experience and web design principles used across its digital product work, and produced dedicated video content to support the launch of individual outlets.
Beyond digital execution, Yellawt supported Driveline’s physical expansion, contributing to the launch of new auto service outlets in Nawala, Gampola, Badulla, and Dematagoda. The One Galle Face Mall quick service outlet stood out as a particular milestone, marking one of the brand’s first locations of its kind.
Yellawt further extended the Driveline Auto Care brand into motorsports, designing the livery and leading the launch of Driveline Racing as part of its ongoing branding and design work. The brand’s first fully liveried race car debuted at the Katukurunda circuit, marking Driveline’s entry into competitive racing.
Results
From a company without a name to Sri Lanka’s leading auto care brand, Driveline’s transformation reflects the scope of Yellawt’s full-service auto care branding and digital marketing work from inception. It’s a full-spectrum brand build spanning Car Care Colombo services, multiple auto service outlets across Sri Lanka, and a nationwide digital presence.
