This page is the source of truth for AutoUncle's brand. It covers who we are, how we sound, how we look, and how the brand shows up across product, marketing, sales, and dealer-facing surfaces.

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This is a living document. Comment inline, suggest edits, contribute to the placeholders below. Owner: Sofia Carvalho · [email protected]

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Foundation

Who we are at our core — the part of the brand that stays constant no matter what we build or where we show up.

This section captures AutoUncle's identity at its highest level: why we exist, what we stand for, the role we play in our customers' lives, and the values that shape how we work. Everything else in this document — how we sound, how we look, how we apply the brand — flows from here.

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Mission

A Mission says what AutoUncle exists to do day to day. It's the bridge between the high-level Vision and the everyday choices we make. AU has two strong Visions but no codified Mission — this is a working proposal.

PROPOSAL — working definition, open for discussion

Help people buy and sell cars with confidence — by being the independent, trusted bridge between consumers and dealers.

For consumers: no more doubt about the right price. For dealers: more meaningful conversations, faster decisions, healthier margins. For both: less friction, more trust.

Source: distilled from the strategic brand realignment doc ("the trusted bridge between consumers and dealers in an industry that desperately needs clarity and confidence") + consumer-facing positioning ("your independent price-check for used cars") + the business vision page.

Vision

Business vision: No one buys a car without first trusting AutoUncle. Company vision: The Most Human Company

Brand archetype

Archetype defines the role AU plays in customers' lives: the kind of "character" we are in their story. It anchors everything from tone of voice to visual choices.

PROPOSAL

The kind expert.