Oct 2025 to Present · Brand and go-to-market
GRBX
- Role
- Co-Founder and Chief Marketing Officer
- Company
- Gearbox Technologies LLC, Auburn, Alabama
- Active
- October 2025 to present
- Status
- Shipped. Live on the App Store.
- Scope
- Brand identity, logo motion, campaign carousels, product film, pitch materials, creator partnerships
- Product
- Vehicle profiles, maintenance reminders, expense ledger, recall monitoring, AI insights
GRBX is an AI-powered vehicle management app. I co-founded Gearbox Technologies with two partners and lead brand identity, content, and go-to-market strategy, from pre-launch through user acquisition. The app is live on the App Store.
The brand runs on strict black and white with punchy copy and data-backed hooks. That constraint is deliberate. The category is crowded with apps that look like dashboards, so the way to stand out was to look like a magazine instead, and to make every claim carry a source behind it.
The audience is anyone who owns a car and is quietly losing money on it, with college students as a wedge. So the campaigns do not open on the product. They open on the cost, then earn the product.
Above: GRBX primary mark
Mark
A chrome gear resolving into the wordmark. The mark works at app-icon scale, in flat white on dark, and as a full lockup, which is what a brand that lives mostly on a phone screen actually needs.
The flagship carousel
Eight panels that open on a chart rather than a product shot. Average annual car ownership cost against what people think they spend, then the gap, then the app as the thing that closes it. It ends on a competitive table and a price, because the point of a carousel is to move someone to a decision, not to be admired.
Campaign carousels
Two recurring formats built on the same skeleton: a numbered list, and inside each item a WHY IT MATTERS block followed by a HOW GRBX HELPS block. The structure is the product demo. By the fifth panel the reader has seen the app solve five problems without a single feature tour.
Film
Two pieces cut for vertical. The launch ad runs the app UI against real driving footage. The teaser goes the other way and builds on crash and maintenance statistics, so the product arrives as a relief rather than a pitch.
Gearbox Care Initiative
A program funded by a portion of GRBX revenue that helps Auburn and Opelika families afford essential vehicle maintenance: brakes, tires, batteries. For many people a vehicle is not optional, and a delayed repair costs far more than the repair. I volunteer as Creative Specialist and shaped its visual identity, messaging, and brand direction. It is the part of the company I am most glad exists.