Daily Pawn
Fort Collins, Colorado
A family-owned local pawn shop that services customers in the northern Colorado region. Friendly, fair and flexible, owners Matt & Nathan Dechairo run their pawn shop differently.
the problem
Daily Pawn was expanding, needing a brand to reflect that.
They wanted branding experts to deliver results that represented their stores.
Daily Pawn owners Nathan and Matt Dechairo operate a different type of pawn shop. While their product and service offerings are similar to what you’d expect from other pawn stores, it is in the delivery of those offerings that they differ. Daily Pawn has a local-first approach interested in delivering value to all parties involved. If the customer feels confident in the sale, they know that they’ve made a long-term relationship.
This confidence in how they do business is important to what the Dechairos wanted to convey in its brand – something it was struggling to do before talking to us. With an understanding of what made Daily Pawn unique, we began working through our Brand Analysis, building a Brand Action Plan including a full rebranding effort and website development.
prescribed services
Brand Analysis
Brand Design Services
Website Design Services
New Logo
Old Logo
Our Process
Positioning Daily Pawn through a friendly and inviting brand identity.
During our brand discovery process, we worked with the owners to determine what makes Daily Pawn the top choice for its customers. Owner Nathan Dechairo was quick to delve into how they conduct business and how often they have repeat customers within their stores. Their commitment to the mutual transaction, transparency, and flexibility facilitates a fair sale to customers. This daily commitment to friendly and fair customer service should be conveyed through the identity, and our team worked through multiple concepts that highlight these strengths.
The brand identity we landed on conveys a brightness with its use of blue and yellow. The use of lowercase throughout the logo diverges pretty significantly from other pawn shops, which typically use bold fonts in all uppercase. The new logo conveys a quiet confidence in its service offerings, letting the work speak for itself instead of yelling at its customers in a way that most of their competitors do.
Implementing the brand
Expanding the Brand to a New Location
Implementing the Brand Across All Mediums
As we refined the brand identity and worked through implementation of the new visuals across their store, we created a wide range of graphics to be displayed throughout the physical store and their online presence.
The kico team developed physical collateral ranging from business cards, t-shirts, directional signage, and more to deliver consistency throughout the Daily Pawn stores. Since Daily Pawn is pretty active online, a digital graphics package was developed, including social media graphics and a responsive new website with a refined mobile experience for easy-to-access information and online product listings.
“kico Marketing has brought a new level of professionalism to our business within this industry. You can trust these guys – they won’t sell you something you don’t need. They are there for the mutual transaction. They want to see your business or brand improve, and if they can’t provide that to you, they won’t move forward.”
Nathan Dechairo
owner, Daily Pawn
website design
Delivering a website worthy of Daily Pawn’s quality services.
A new website for customers to navigate quickly and with ease.
As we fleshed out our action plan for their web presence, it was clear that the old website was in need of quite the facelift. Beyond it being difficult to navigate, information was unclear, images were blurry, and ultimately reflected an outdated brand.
Through our website development process, the new DailyPawn.com site is quick, lightweight, and mobile-responsive; all essential traits of a modern web presence. Post-launch services include our kico Web Management Plan, aimed at offering Daily Pawn guidance for web traffic growth and marketing improvements.
Daily Pawn now has a site capable of sharing featured items to highlight their online storefronts, updated photography to showcase their new location, and so much more.
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