Prepared For · 111 One Eleven Motorcars
111 One Eleven
Motorcars
Motorcars
Brand Evaluation
allthingsbranding.com
111
Time-Sensitive Opportunity
Horatio Pagani Is Walking
Through Your Doors March 14th.
Through Your Doors March 14th.
The founder of Pagani Automobili will be at 111 Motorcars in a matter of days. This event has the potential to bring together more Paganis in one location than almost anywhere else. The guests in that room represent exactly who this brand is built for.
Event
Deadline
Deadline
MAR
14
14
2026
01 Brand Evaluation
01
EVALUATION
A direct, honest assessment of what is working, what needs attention, and where the biggest opportunities are.
111 Motorcars has built something genuinely rare: a full automotive lifestyle ecosystem with a dealership, a club, a store, events, and storage all under one roof. The Motor Club has a clear goal: grow from 60 to 300 members. The community is real. The inventory is impressive. What is missing is a brand that communicates all of that with the confidence and clarity it deserves, and a digital presence built to attract the higher-end market they are ready to serve.
Strengths
6
01
Impressive Inventory Selection
Lamborghini, Ferrari, Porsche, Aston Martin, and Bentley alongside classics and daily drivers. The range is real and the quality is high. Few dealers in the region can point to a floor like this.
02
A Full Automotive Lifestyle Under One Roof
Dealership, Motor Club, event space, 4,000 sq ft clubhouse, auto spa, storage, and a retail store all on one 70,000 sq ft campus. Most competitors offer one of these. 111 Motorcars has built an entire ecosystem.
03
The Motor Club Is a Real Product
Four membership tiers including Social, Executive, Founding 111, and a Corporate option starting at $24,000. Members get lounge access, racing simulators, group drives, track days, co-working space, consignment services, and more. This is not a loyalty card. It is a genuine lifestyle club with serious offerings.
04
Cars and Caffeine Pulls Real Numbers
Over 1,800 vehicles at a single event in April. That is not a small gathering. That is a community anchor. The brand has already earned a recurring public presence that most dealerships spend years trying to build and never quite get there.
05
Family-First and Genuinely Welcoming
Member access extends to family. The brand ethos of treating everyone the same regardless of what they drive is rare in a space built on hierarchy. Authentic warmth earns loyalty and word of mouth that no budget can replicate.
06
Strong Testimonials and Real Reputation
Customers describe coming in on days off, going out of their way to make a purchase work, and describing the space as a museum worth visiting just to look. That level of word-of-mouth is the kind of thing a brand needs to be loudly communicating online.
Weaknesses
4
01
Inconsistent Visual Identity Across All Three Sites
The dealership site, the Motor Club site, and the store feel like three different brands. No shared typography, no unified color system, no visual continuity. A customer who visits all three has no sense they are in the same world.
02
Photography Is Not Yet at the Level of the Inventory
Vehicles at this price point deserve imagery that creates desire, not just documentation. The same photos appear across multiple properties, which dilutes the impact further. Strong, distinct photography for each property is one of the highest-leverage improvements available.
03
The Brand Voice Online Does Not Match the In-Person Experience
In person, the brand has genuine character: enthusiast-driven, community-oriented, warm. Online, the copy could describe almost any dealership in the country. The Motor Club membership page lists strong benefits but the writing does not build the emotional case for belonging. The personality is there. It just needs to come through in the words.
04
The Motor Club Website Undersells What the Club Actually Is
111motorclub.com is live and functional with a solid structure. But the visual design and copy do not yet communicate the depth of what is being offered. Four membership tiers, corporate packages starting at $24,000, Founding Member plaques, group drives to Monterey and Amelia Island. That is a serious lifestyle offering. The site should feel like one.
Opportunities
2
01
Motor Club Growth From 60 to 300 Members
The product is strong. Four tiers, family access, corporate packages, and a 4,000 sq ft clubhouse all included. The Founding 111 tier is a genuine scarcity play with lifetime locked pricing and a plaque in the VIP lounge. The gap between 60 and 300 is not a product problem. It is a brand communication and digital presence problem. Close that gap and the club becomes a significant revenue engine on its own.
02
Positioning for the Higher-End Market
The shift is toward buyers who purchase on trust, experience, and brand confidence rather than price negotiation. The inventory, the club, the events, and the facility all support this positioning. The brand and digital presence need to match it. When they do, 111 Motorcars stops competing with other dealers and starts competing with a different category entirely.
02 Website Audit
02
WEBSITES
All three digital properties were reviewed in full. Click each site to expand the findings.
SITE 01
Main Dealership
111motorcars.com
- Inventory system is working. The DealerFire platform handles vehicle listings, filtering, payment estimators, and lead capture effectively. A rebuild will preserve this engine rather than replace it.
- All services are visible in navigation. Storage, auto spa, events, the club, and the store are accessible. The breadth of what 111 Motorcars offers is communicated. It just needs better visual framing to land the way it should.
- The intro video is a smart move. Leading with video is a strong instinct for a brand like this. It creates immediate engagement and communicates personality in a way static pages cannot. The one note: it runs a bit long. A tighter edit could make it land even harder without losing the impact.
- The site feels like a software product, not a brand. DealerFire is a template. It does not feel like 111 Motorcars. It feels like a tool. The brand deserves a custom experience that reflects the personality and quality of what is actually being sold here.
- Vehicle photography is flat and generic. Featured inventory images are standard lot photos. No drama, no desire. A Porsche 911 on this site should make someone stop scrolling. Right now it does not.
- Copy actively works against the premium positioning. The written content reads as auto-generated filler. It does not reflect the community personality of the brand or the quality of the inventory. Every word on the site is a brand impression. These words are not earning it.
- Photography repeats across multiple properties. Some of the same images appear across the dealership and the club sites. Each property has a different audience and a different purpose. The imagery needs to reflect that, not feel interchangeable.
SITE 02
Motor Club
111motorclub.com
- The site is live and has solid structure. 111motorclub.com is up and navigable with pages for memberships, rooms, events, Cars and Caffeine, a blog, and a members portal. The bones are in place. What it needs is a visual identity and copy that communicate the full depth of what the club actually offers.
- The design does not reflect the caliber of the membership offering. Four tiers, corporate packages at $24,000, group drives to Monterey and Amelia Island, co-working space, and Founding Member plaques. The site lists these benefits but does not build the emotional case for joining. The visual quality and copy both need to rise to meet the product.
- The Motor Club is the brand's biggest growth lever. A properly designed site for the club drives recurring membership revenue, event registration, and long-term community. The pieces are there. They just need to be presented at the level the product deserves.
SITE 03
The 111 Store
the111store.com
- Shopify foundation is solid and live. Products are organized, collections are set up, and the store is actively selling. The e-commerce infrastructure works and does not need to be replaced. It needs to look and feel like the brand it represents.
- The product range is genuinely interesting. Beyond apparel, the store carries automotive fine art from $75 to over $90,000. That range communicates taste and aspiration. It is the right instinct for a brand operating at this level.
- The store looks like a different company. No visual connection to the main dealership site. A customer who follows a link from 111motorcars.com to the store feels like they have left the brand entirely. That disconnect costs sales every day.
- No brand story or context. The store opens on products with no introduction to who 111 Motorcars is. Luxury shoppers do not just buy products. They buy into a world. That world needs to be communicated before the cart.
- Logo inconsistency is an active problem. Multiple versions of the logo appear across the merch. Before scaling this store, the logo system needs to be locked. That is exactly what the logo refresh delivers.
03 Scope of Work
03
SCOPE
Every deliverable is independent and clearly defined. Choose what makes sense right now. Everything is designed to work together as one unified brand system.
Time-Sensitive Before March 14th
Event Photography Time Sensitive
If a photographer has not yet been confirmed for the March 14th Pagani event, Anthony Williams is available to cover it. Horatio Pagani, the vehicles, the guests, the atmosphere. An event of this caliber generates images that are important to the brand going forward: website content, social assets, and press-ready material that captures a moment this rare.
Pricing
on Request
on Request
Commercial and Automotive Photography
High-end, polished photography for the dealership, the Motor Club, and the store. Vehicle imagery that creates desire, lifestyle photography that communicates the brand world, and commercial-quality work for websites and marketing. This is not lot photography. It is the kind of imagery that makes someone stop scrolling and feel something.
Pricing
on Request
on Request
Logo Refresh & Refinement
$1,500 – $3,000
Retains 80% of the original mark to preserve brand recognition while raising quality to match the inventory. Complete master file suite in all formats.
Motor Club Design
$1,250 – $2,000
A distinct mark for member merchandise that visually harkens back to the original 111 logo. Collectible, tier-worthy, and immediately connected to the parent brand. Embroidery-ready and screen-print ready.
Full Brand Engagement
111motorcars.com
A fully custom-designed site built specifically for this brand. Premium experience and a visual quality that matches the vehicles being sold. Vehicle listings are the one area that requires a deeper look during discovery to confirm the best approach. If it is something that can be managed directly, it will be. If not, the right person will be brought in and every aspect of their work will be overseen to make sure it performs exactly the way it should.
$6,500 – $8,000
111motorclub.com
Rebuilt to match the depth of what the club actually offers. Four membership tiers, a 4,000 sq ft clubhouse, private events, co-working space, group drives, and corporate packages all need a site that makes joining feel like an obvious decision. Designed to support the goal of reaching 300 members.
$3,500 – $5,000
the111store.com
Shopify redesign aligned with the new brand system. Premium product presentation, lifestyle imagery, and a shopping experience that belongs in the same world as the dealership. E-commerce back end stays on Shopify.
$2,250 – $3,500
In-House Brand Brochure
$750 – $1,250
When the team is busy and someone walks in, there needs to be something ready to hand them. Communicates clearly what 111 Motorcars does, how the Motor Club works built on the refreshed identity, press-ready.
Presentation Slide Deck
$1,250 – $1,750
A branded, editable slide deck for Motor Club pitches, high-end client meetings, and brand storytelling. Built on the refreshed identity so every slide looks and feels like 111 Motorcars.
Ongoing Brand Leadership
Brand Director Included Offer
This is not just an add-on. It is a standing offer. If 111 Motorcars engages All Things Branding for any portion of this scope, Anthony is available to serve as the dedicated Brand Director on an ongoing basis. One point of contact for every brand decision, every vendor relationship, every creative direction across all three properties. Photography direction included. The brand stays consistent and moves forward with one voice. Always.
Monthly
Retainer
Retainer
Additional Information · Section 03
A Note on Vehicle Listings
The vehicle listing system used for the dealership is the one piece of the website work that requires a closer look before a full scope can be confirmed. Understanding how the platform operates, how listings are managed, and what can be customized will shape what is possible on the front end. If it can be handled directly, it will be. If it requires someone else, the right person will be found and every aspect of their work will be managed to make sure it works exactly as it should. This gets figured out in discovery phase.
04 Professional Photography
04
THROUGH
THE LENS
THE LENS
A specialized service that goes beyond documentation. Photography built to create desire, tell a brand story, and make someone feel something before they ever read a word.
01
Event & Lifestyle Photography
Cars and Caffeine, the Pagani event, private member nights, dealership moments. High-end event coverage that produces images worth putting on a website, in a press release, or in a frame on the wall. The right photographer at the right event captures something that cannot be recreated after the fact. Pricing on Request
02
Commercial Automotive Photography
Vehicles shot with the visual quality and intention of a brand campaign. Moody, dramatic, polished, refined. Not lot photos. Not phone shots. The kind of imagery that earns a second look before anyone reads a single word. Built for websites, social, and marketing print. Pricing on Request
03
Product Photography
The 111 Store carries merchandise and automotive fine art ranging from $75 to over $90,000. Every item deserves photography that communicates its value before the price tag is even seen. Clean, polished, commercial-quality shots built for the store, the site, and print. Pricing on Request
Work Samples
05 Investment
05
INVESTMENT
Every deliverable is independently priced. Everything works toward one cohesive brand.
| Photography | |
| Event Photography | On Request |
| Commercial & Automotive Photography | On Request |
| Brand Identity | |
| Logo Refresh & Refinement | $1,500 – $3,000 |
| Motor Club Design | $1,250 – $2,000 |
| In-House Brand Brochure | $750 – $1,250 |
| Presentation Slide Deck | $1,250 – $1,750 |
| Digital | |
| 111motorcars.com | $6,500 – $8,000 |
| 111motorclub.com | $3,500 – $5,000 |
| the111store.com | $2,250 – $3,500 |
| Ongoing | |
| Brand Director Retainer | On Request |
| Defined Work Range | $17,000 – $24,500 |
How This Works
Every deliverable is independently priced with no minimum commitment. Start with what makes sense right now and build from there. If you choose to move forward, a clear phase-by-phase breakdown with defined ranges will be provided before any work begins. A signed agreement and 50% deposit are required before any project work begins. Final payment is due before any files, assets, or website access are delivered.
06 Why All Things Branding
06
WHY US
Not every branding project is the same. Here is what makes this partnership a natural fit for 111 Motorcars specifically.
Anthony Williams
Founder · All Things Branding
A single creative who handles brand identity, photography, web, and print. From strategy through delivery, every project gets direct attention from the person who pitched it.
01
We Are Local.
Right Here.
Right Here.
Not a remote agency interpreting your brand from a brief. We are in the same market, know the same roads, and can walk your lot in person. That context does not come through a Zoom call.
02
Brand Design
and Photography.
One Person.
and Photography.
One Person.
Most agencies split creative and photography between separate vendors who have never met. Here, the person designing your brand identity is also the one behind the camera at your events and in your showroom. The visuals are unified because they come from a single creative vision.
03
The Person You
Hire Is the Person
Who Does the Work.
Hire Is the Person
Who Does the Work.
No handoffs. No junior account managers. No communication gaps. Every decision is made by Anthony the same person you spoke to on day one. Larger agencies cannot offer that. We can.
04
One Partner.
Every Deliverable.
Every Deliverable.
Websites, logo systems, photography, video, print, slide decks all from a single source. You are not managing five vendors hoping they produce something coherent. You get one voice, one standard, and one person accountable for all of it.
05
Your Brand Is Not
a Line Item.
a Line Item.
When All Things Branding takes on a project, it gets real attention. You are not number forty-three in a client queue. The work gets thought, time, and care and that shows in the outcome.
06
Built to Lead
the Brand Long-Term.
the Brand Long-Term.
This is not a one-time project handoff. Anthony is available to serve as Brand Director on an ongoing basis coordinating vendors, directing creative, maintaining consistency across all three properties. One contact, long after launch.
All Things Branding
THE BRAND
IS READY
WHEN YOU ARE.
IS READY
WHEN YOU ARE.
111 Motorcars has built something genuinely rare. The community, the inventory, the events, the club it is all there. This is about giving that world a brand that speaks at the same level. When the brand catches up to what has already been built here, this becomes a different kind of business entirely.
Submit your information and Anthony will be in touch within 24 hours to discuss next steps.
Presented by
All Things BrandingBrand Identity · Photography · Web Design