Hauling Ass Racing (HAR) — Brand Architecture
Brand Hierarchy
HAUS OF BLACK (Family Holding Company)
│
├── BLACK HAUS CAPITAL (Wealth Management)
├── SERENITY HOUSE FOUNDATION (501(c)(3) Philanthropy)
├── SCO CONSULTING (Advisory)
├── QUANTUM GOLD (Consumer Products)
│
└── HAULING ASS RACING (HAR) — Motorsport + Towing Portfolio
│
├── HAR Racing Program
│ ├── Michael Hubert — Car #35
│ ├── John Rodriguez — TBD Car #
│ ├── Kyle Jones — Crew Chief
│ └── Target: Chili Bowl Nationals 2027
│
├── H&N TOWING LLC (Dutchess County, NY)
│ ├── Owner: James O'Neil (100%)
│ ├── Relationship: Strategic partner + revenue feeder to HAR
│ ├── DBA: H&N Towing (handntowing.com)
│ │ └── Consumer emergency towing, roadside, accident response
│ └── DBA: H&N Hauling (handnhauling.com)
│ └── Commercial hauling, equipment transport, heavy-duty
│
└── HAR TOWING LLC (Tampa Bay, FL)
├── Owner: BHC Portfolio (Haus of Black subsidiary)
├── Leases 1 flatbed from H&N Towing (James)
├── DBA: Clearwater Towing (clearwatertowing.com)
│ └── Clearwater + Dunedin + Safety Harbor + Palm Harbor
├── DBA: Tampa Towing (tampatowing.com)
│ └── Tampa + Temple Terrace + Brandon + Riverview
└── DBA: St. Pete Towing (stpetetowing.com)
└── St. Petersburg + Gulfport + Treasure Island + Pinellas Park
Entity Structure
Holding Level
| Entity | Type | State | Owner |
|---|
| Haus of Black | Holding Company | NY | Shawn C. O'Neil |
Operating Level — Towing/Hauling
| Entity | Type | State | Owner | Relationship to HAR |
|---|
| H&N Towing LLC | LLC | NY | James O'Neil (100%) | Strategic partner, revenue feeder, equipment lessor |
| HAR Towing LLC | LLC | FL | BHC Portfolio | Subsidiary, Tampa Bay operations |
DBA Marketing Shells
| DBA | Parent LLC | Market | Domain |
|---|
| H&N Towing | H&N Towing LLC | Dutchess County (consumer) | handntowing.com |
| H&N Hauling | H&N Towing LLC | Dutchess County (commercial) | handnhauling.com |
| Clearwater Towing | HAR Towing LLC | Clearwater / N. Pinellas | clearwatertowing.com |
| Tampa Towing | HAR Towing LLC | Tampa / Hillsborough | tampatowing.com |
| St. Pete Towing | HAR Towing LLC | St. Pete / S. Pinellas | stpetetowing.com |
Brand Relationship Model
Revenue Flow
Customer calls "Clearwater Towing" ──→ HAR Towing LLC collects payment
Customer calls "Tampa Towing" ──→ HAR Towing LLC collects payment
Customer calls "St. Pete Towing" ──→ HAR Towing LLC collects payment
Customer calls "H&N Towing" ──→ H&N Towing LLC collects payment
All towing revenue ──→ funds operations + overhead
Profit margin ──→ flows to HAR Racing Program
Every truck ──→ rolling billboard for Hauling Ass Racing
Every call ──→ funds a lap at the Chili Bowl
Brand Visibility Model
- Customer-facing: They see "Clearwater Towing" or "H&N Towing" — local, trusted, familiar
- Truck branding: Neon green HAR logo/sponsorship badge visible on every truck
- Race connection: "Proudly supporting Hauling Ass Racing" on every website footer
- Social media: Every tow video = content for HAR social channels
- Merch crossover: Towing customers get HAR stickers, drivers wear HAR gear
Why This Works
- Local SEO dominance — 5 separate Google Business Profiles targeting 5 different markets
- One operations team — Each LLC runs lean; back office is centralized at BHC
- Brand equity compounds — HAR name gets bigger as more trucks hit the road
- Revenue diversification — NY winter peak + FL year-round = no dead months
- Equipment flexibility — Trucks can be leased/transferred between entities
- Risk isolation — Each LLC is separate liability. One lawsuit doesn't touch the others.
HAR Brand Identity
| Element | Specification |
|---|
| Name | HAULING ASS RACING |
| Tagline | "Every Call Funds a Lap." |
| Primary Color | Neon Green #39FF14 |
| Secondary Color | Black #0A0A0A |
| Accent Color | White #FFFFFF |
| Typography (Headers) | Impact or Bebas Neue (bold, condensed) |
| Typography (Body) | Montserrat or Barlow |
| Logo Mark | Donkey/badge (awaiting Boss final pick) |
| Racing Number | #35 (Michael Hubert) |
| Tone | Aggressive, blue-collar, earned, loud |
Fleet Branding Strategy
H&N Towing Trucks (Dutchess County)
FRONT DOORS: H&N Towing logo + phone number
REAR PANEL: "Proudly supporting HAULING ASS RACING"
+ HAR logo (neon green)
+ haulingassracing.com
BED RAILS: Neon green accent stripe
Tampa Trucks (All 3 DBA Brands)
FRONT DOORS: [DBA Name] logo + phone number
REAR PANEL: "Powered by HAULING ASS RACING"
+ HAR logo (neon green)
+ haulingassracing.com
BED RAILS: Neon green accent stripe
TAILGATE: "#35" racing number badge
Color System Across Brands
| Brand | Primary | Secondary | Accent |
|---|
| H&N Towing | Red #CC0000 | White | Blue |
| H&N Hauling | Neon Green | Black | White |
| Clearwater Towing | Aqua #00CED1 | White | Neon Green |
| Tampa Towing | Red #CC0000 | Black | Neon Green |
| St. Pete Towing | Orange #FF6600 | White | Neon Green |
| HAR (Parent) | Neon Green | Black | White |
The neon green thread ties every brand back to HAR. Every truck, every website, every business card has that neon green accent. Customers might not know what HAR is yet — but they'll see that green everywhere.
Domain Portfolio
| Domain | Status | Purpose |
|---|
| haulingassracing.com | PENDING | HAR main site — racing, team, merch |
| handntowing.com | SECURED | H&N Towing — consumer |
| handnhauling.com | SECURED | H&N Hauling — commercial |
| clearwatertowing.com | NEED TO REGISTER | Clearwater DBA |
| tampatowing.com | NEED TO CHECK | Tampa DBA |
| stpetetowing.com | NEED TO REGISTER | St. Pete DBA |
Neon Green Cone Strategy
If you see neon green cones on the side of the road — that's Hauling Ass Racing.
$790 buys permanent visual brand identity across every market. Nobody uses green cones. Orange is default. Green is OURS.
Financial Model — HAR Umbrella (Year 1)
| Revenue Source | Annual |
|---|
| H&N Towing (Dutchess) | $399,000 |
| HAR Towing (Tampa — 3 DBAs) | $251,000 |
| HAR Racing (merch + sponsors) | $15,000 |
| Total HAR Umbrella Revenue | $665,000 |
| Expense | Annual |
|---|
| Dutchess operations | $90,800 |
| Tampa operations | $183,600 |
| HAR Racing program | $35,000 |
| Brand/marketing (umbrella) | $12,000 |
| Total Expenses | $321,400 |
| NET PROFIT | $343,600 (52% margin) |
3-Year Projection
| Year | Revenue | Expenses | Net Profit |
|---|
| Year 1 | $665K | $321K | $344K |
| Year 2 | $928K | $410K | $518K |
| Year 3 | $1.24M | $490K | $750K |
Immediate Action Items
This Week
- Register FL LLC (name: "HAR Towing LLC" or "Hauling Ass Towing LLC")
- Check/register domains: clearwatertowing.com, tampatowing.com, stpetetowing.com
- Order 100 neon green safety cones
- Begin truck wrap designs with neon green accent
- Finalize HAR logo (donkey/badge — Boss to pick)
This Month
- File 3 Florida DBA registrations
- Execute flatbed lease agreement with James O'Neil
- Set up 3 Google Business Profiles (one per DBA)
- Order wrecker truck for Tampa operations
- Hire 2 Tampa drivers
Q2 2026
- Launch Tampa operations (all 3 DBAs active)
- Deploy neon green cones across all trucks (NY + FL)
- Begin social content production
- First merch drop on 4ortitude.com
- Chili Bowl 2027 entry registrations