Following the closure of H&L Garages, the Mercedes-Benz commercial dealer in Lincoln, former H&L employee Peter Frohmaier and his wife Sarah saw an opportunity and decided to start a new business maintaining and servicing Mercedes-Benz commercial vehicles. The new business, S&P Garages Ltd opened its doors on 3 January 2012, just one month after H&L ceased trading. S&P Garages is situated on the old H&L site on Wrightsway, off Outer Circle Road, in Lincoln. As soon as they started trading requests flooded in and the business soon expanded to take care of non-commercial and other makes of vehicle.

The core of the S&P Garages’ business is to maintain, service and MOT customers’ vehicles. The business has the ability to deal with all types of vehicle, big or small. Basically if it’s got four wheels or more S&P Garages can fix it!

Peter approached Footprints to help to develop his brand awareness to increases market share



After discussions with Peter and his team we came up with a brand strategy to highlight two things. The first, that S&P is a family run business built around relationships, which distances S&P from the main Mercedes-benz dealership. This is encapsulated in the new company strapline devised by Footprints ‘LOOKING AFTER YOU… AND YOUR VEHICLE.’ And second, that they have a wealth of expertise and experience, and as such are approved Mercedes-Benz truck and van repairers. This is large focus for their new full responsive website created by Footprints and is also highlighted in S&Ps outdoor and radio advertising.

What a refreshing company to work with. We gave them our brief and they delivered a fantastic new brand and website as well as other marketing material, that really hit the spot! Since then our business has taken off.

- Peter Frohmaier, S&P Garages


  • Brand consultancy
  • Corporate identity design
  • Identity guidelines and templates
  • Billboard advertising
  • Project management
  • Responsive web design