Rebel Agency transforms a classic carwash into a future-proof brand. By perfectly aligning branding, technology and communication, XL Carwash today radiates what it stands for. Curious about our approach? Discover it here!
XL carwash has been a fixture in Kontich and the surrounding area for many years. With a wide range of carwashes, self-wash boxes and interior cleaning, it is a busy place for both individuals and companies who want a squeaky clean car. Despite their local prominence that strong reputation was not yet reflected in their digital and visual appearance.
Owner and business manager Guy Proost wanted to prepare XL carwash for the future. He wanted to continue to make a difference in a rapidly changing market. His ambitions were clear: the customer experience had to be even stronger, communication more consistent and the whole brand story had to be future-proof.
The big challenge: the digital and visual look needed to grow with the company's ambitions. XL Carwash was looking for a partner who looked beyond a new website. A team that could think along with him on strategy, marketing and innovation. He found that partner in Rebel Agency.
What started as a digital makeover quickly grew into a strategic partnership where we guide XL Carwash in everything around branding, innovation and visibility.
We took on the complete picture: brand strategy, visual identity, digital presence, local visibility, automation, content creation and community management.
We set about developing a complete brandbook and a updated house style which was later extended everywhere. A recognisable brand strategy is the beginning of far-reaching professionalisation.
The brandbook became much more than a style manual: it became the compass of brand identity. In it, we laid down not only the visual - such as use of colour, typography, icon set and imagery - but also the tone of voice, mission, vision and core values. This created a framework in which every design and communication idea could land.
These clear guidelines today provide a unified brand experience at every touchpoint. From advertisements to registration screens, from social visuals to invoices: everything is right. This consistency makes XL Carwash feel like one strong and reliable brand that knows what it stands for. The recognisability, both online and on location, contributes to a professional look that customers trust and remember.
Meanwhile, we developed a completely new website, built on speed, usability and brand consistency. The structure was built logically, focusing on customer flow, packages, promotions and frequently asked questions. Everything was brought in line with XL Carwash's updated visual style.
The texts were rewritten with an accessible and professional tone of voice. We incorporated clear call-to-actions, clear explanations of new formulas and visual cues that guide customers intuitively through the site. The website was mobile-optimised and equipped with measurable goals, so that we could also improve the conversion performance be able to follow up.
In addition, we also grabbed the findability to. Via SEO optimisation and a well-thought-out structure, we ensure that XL Carwash is not only found on “carwash Kontich”, but also on relevant local and thematic searches. To optimise this further, we also focus on a well thought-out SEA campaign up, which we re-evaluate weekly.
It also Google My Business profile received a makeover. Opening hours and contact details were set correctly, professional photos were up-loaded, social media channels and website were linked and FAQs were set properly.
Professionalising is step 1, but it doesn't stop there. We manage the GMB profile and keep it up-to-date. We publish weekly updates, promotions and visuals. At the same time, we actively monitor reviews on: negative feedback is followed up, positive reviews are encouraged and made visible.
“A wolf is smart, sharp and loyal. It senses its surroundings perfectly and strikes at the right moment. At Rebel agency, we work the same way. When you belong to the wolf pack, you get a partner who is always by your side. Because once in the pack, always in the pack.”
XL Carwash, meanwhile, is particularly active at social media. Growth on both Instagram, Facebook and LinkedIn remains on an upward trend. For this, we built a recognisable style with fixed formats for actions, tips, behind-the-scenes content and customer testimonials. This content is scheduled according to a fixed strategy, so there is consistency and build-up in the story.
Original photo and video content also plays an important role here. For instance, we created dynamic reels about new services, renovations and events. In addition, we focus on storytelling which engages customers: from explaining the XL Unlimited subscription to atmospheric images during busy weekends.
We actively manage the community: questions are answered, responses followed up, and satisfied customers are encouraged to share their experience. Through this involvement not only increases reach, but also trust, and we pull off offline professionalism online.
The brand experience does not stop at the screen. Therefore, we also rolled out the full visual identity on site. This started with the design of new banners, stickers, info signs and displays on the site itself. All in line with the brandbook: clear icons, bright colours, short and powerful language, and a consistent visual flow.
All screens in the car washes got an update: we designed new layouts for queue screens, action displays, instructional videos and service messages. Images were professionally shot and animated to communicate quickly, clearly and visually appealing. Customers know where they stand at any time, what formulas are available and how to take advantage of them.
For additional visibility in the region, we also developed a outdoor campaign on trams running through the centre of Antwerp. The tram advertising is striking, recognisable and constructed in the updated corporate identity. In combination with local window stickers and temporary banners along approach roads XL Carwash is now not only physically present, but also top-of-mind with thousands of passers-by.
We also developed gadgets, clothing and promotional material in the new branding. Think T-shirts for employees, promo vouchers, stickers for on the dashboard and even personalised umbrellas.
XL Carwash innovates not only in image, but also in experience. Together we digitised the entire customer flow. Customers can register now via number plate recognition, making them move on faster. Payments are made automatically via the system behind the XL Laundry Pass or via subscription packages such as XL Unlimited. This minimises waiting, and regular customers get a smoother experience.
We developed clear visual support for these tools: from info columns to screen animations, from information leaflets to explainer videos that are also shared on social media. The launch of XL Unlimited was supported by a targeted online campaign, social teasers and an info video played on location.
New promotions and action moments were also strategically planned, with a clear call-to-action and visual recognition. Responding to weather, seasons and customer feedback creates a dynamic communication flow that is always in tune with what is happening at the time.
The collaboration between XL Carwash and Rebel Agency delivered a powerful brand transformation that can be felt on all fronts: in communication, customer experience, technology and visibility.
“Thanks to Rebel Agency, XL Carwash is not only a place where cars shine, but also a brand that is seen - online and offline. They think with us in every aspect, from branding to innovation, and make us a little stronger every day.”
- Guy Proost, managing director XL Carwash
