Wellesley Mazda Rope Caps

The goal was to give every customer a physical gift they would keep wearing long after leaving the dealership.

Dealerships rely on lasting customer relationships that continue long after a vehicle leaves the lot. The goal was to create something customers would actually wear, keeping Wellesley Mazda top of mind for service, trade-ins, and their next purchase. We chose classic athletic caps for their broad appeal and everyday wearability.

We kept the Wellesley Mazda logo on the inside so customers would feel like they were wearing a Mazda hat, not dealership merchandise. This allowed them to connect with the broader Mazda brand without being tied to a specific dealership. Every time they put on the hat, they see the Wellesley Mazda branding inside.

Wellesley Mazda now gives a hat with every vehicle purchase and also offers them to loyal service customers. Rather than treating it as a standard giveaway, they use it as a meaningful way to show their appreciation with a gift customers will genuinely enjoy and continue to wear.

What started as a small trial run is now part of every vehicle purchase. The response from customers was strong enough that Wellesley Mazda made the hat a standing part of how they keep people coming back.

I was the lead designer and product developer on this project and worked closely with Wellesley Mazda from the first concept through the finished hats.