Autokoulu Koutsi was moving to Helsinki and looking for advertising. The business went by a different name at that point and after the initial meeting both parties came to the conclusion that it was a time for a brand overhaul to maximize the effectiviness of ad campaigns.
 
The new name was inspired by Harris' coach-like attitude towards teaching. The identity, especially the tone of voice, followed the same theme. To further distinguish Autokoulu Koutsi from the competition, all channels of communication were designed very minimalistic and clutter free.

 

Audacious, straight-to-the-point, calling to action.