Pawn Fathers


The client purchased an ongoing pawnshop that had been in the area for over 20 years. The original name was long and didn’t relate to being a pawnshop, Diversified Loans & Music. The new owner had ideas of expanding the store and sectioning it into departments. They were looking to expand to additional locations and possibly franchise the brand. The pawnshop was known for their high quality and wide selection of musical instruments, jewelry and guns.


Rename and develop a brand that repositions the “new” pawnshop as one that respects the customer through fair values in pawn items (buying and selling) and would expand the target audience to people who wouldn’t think of entering a pawnshop to buy used items.


Through our Discovery and Naming process and working with the client we came up with the Pawn Fathers concept. It differentiated the new pawnshop from its past as well as the competition in the area. It said respect in a unspoken way, it was fun and built trust. At the same time was progressive and was visually appealing, bringing a smile to most who viewed the logo and other brand elements.