2026 · Brand and campaign
BayNerve
- Role
- Brand and campaign
- Company
- Gearbox Technologies LLC
- Product
- Shop management software for independent auto repair shops
- Audience
- Independent shop owners
- Palette
- Navy 1B2F62, red FF0000, white, with a red to navy gradient accent
- Type
- Swiss721 BT in Light, Roman, and Bold
- System
- Logo suite, mark, icon set of eight, signage, card, app icon, dashboard UI
BayNerve is shop management software for independent auto repair shops, the second product under Gearbox Technologies. Where GRBX speaks to drivers, BayNerve speaks to the people who fix what drivers bring in.
The identity is navy, red, and white, set in Swiss721 BT, with the wordmark splitting Bay in navy from Nerve in red above a circuit-trace mark. It reads closer to a tool brand than a software brand, which is the point.
The lead campaign does something most software marketing avoids. It takes right-to-repair legislation, which is genuinely complicated and genuinely unresolved, and explains what it means for a shop's revenue. Every claim is sourced, the bills are named and their status stated accurately, and the conclusion is not a product pitch but a reason to pay attention.
Above: BayNerve brand system: logo suite, palette, type, icons, applications
Identity
The mark is a circuit trace: a switch on the navy line, a closed return on the red. It splits Bay from Nerve without a divider, so the name reads as two words doing two jobs. Horizontal for screen, stacked for anywhere the lockup has to sit square.
The system
One sheet holding the whole brand: primary logo, mark, reversed variations, the three-color palette with the red-to-navy gradient accent, Swiss721 BT in Light, Roman, and Bold, an eight-icon set drawn to the same stroke weight as the mark, and the applications those parts have to survive: signage, a business card, an app icon, and the product dashboard itself.
Key art
The launch graphic. Navy and red carve the frame diagonally, the feature list runs down the left in the icon set, and the product sits in the corner doing the arguing. Three lines at the bottom say what it is, who it is for, and why it matters.
Right to repair
Ten panels on where the fight actually stands: the REPAIR Act, the narrower alternative bill, and the state laws in Massachusetts and Maine that already passed. It cites PIRG by way of The Guardian and S&P Global Mobility rather than asserting figures, and it closes on what a shop owner can do now instead of on a download button.
