Magnolia Wash Holdings felt the express car wash industry needed a refresh when looking to combine their large family of local washes under a national name. Mythic knew we had to help them shake the funk with a new, disruptive brand identity to drive membership and location growth. Our strategy was to go beyond our competitors' cosmetic claims and celebrate how small wins can create a lasting mood boost that travels with customers through the tunnel and on down the road. Building off the name, Whistle, we developed a brand overhaul that cuts through the clutter of dull routines and owns the emotive victory of a freshly cleaned car. Because at Whistle, Every Wash is a Win.