BRAND REFRESH
BRAND OVERVIEW
Auto Magic is dedicated to delivering innovative, professional car detailing products and solutions. Their products emphasize ease of use and process efficiency for car dealerships and high-volume detailers. Auto Magic also strives to implement value-added training & services alongside their products.
ROLE
During this project, I was responsible for leading the visual design process, website application, and collateral design production.
This project was executed in collaboration with the marketing team, and final design decisions were made via direct approval from key brand stakeholders.
STRATEGY
Refresh Auto Magic’s brand identity to more directly convey who they are today, while maintaining brand legacy to the professional car care market. In addition, Auto Magic’s new visual identity will need to be properly showcased in the development of their new website and marketing materials.
DELIVERABLES
RESEARCH & IDEATION
BRAND STUDY KEY TAKEAWAYS
-
Leading brand for dealership MSO’s.
-
Products are designed to improve the efficiency of end users’ businesses.
- Current brand color does not translate well across digital and print applications.
- Logo design is outdated and does not visually reflect Auto Magic’s current brand mission.
LOGO DEVELOPMENT
In efforts to associate Auto Magic as the leading brand for dealerships, updating the logo presented an opportunity to visually communicate the brand’s commitment to excellence and innovation through…
- productivity
- efficiency
- velocity of formulas
- ease of use
These concepts inspired design choices that implement the idea of movement.
FINAL LOGO
The implementation of these attributes have been executed through the use of clean, contemporary visual elements and typography choices that better reflect the implied relationship between efficiency and easy-to-use/easy-to-learn products. These design choices are also meant to communicate the idea of velocity and moving forward as the AutoMagic brand continues to grow.
SECONDARY MARK
The newly introduced secondary mark that is featured in the new logo is now used to promote brand awareness within applications where the full logo may not look entirely appropriate, and a more simplified visual element is all that is needed.
BRAND COLOR
The brand color was also updated to a more saturated and brighter version of the traditional AutoMagic green. Previously, the AutoMagic green has appeared almost black in print applications. This new green more uniformaly unites print and web applications while adhering to design trends.
WEBSITE REDESIGN
USER RESEARCH
The previous Auto Magic website did not offer any distributor resources, which led to distributors to have to reach out directly to a sales rep for any product technical information and/or marketing materials.
RESOURCES MOST SOUGHT AFTER BY DISTRIBUTORS:
- Product Technical Data Sheets (TDS)
- Printable Safety Labels
- Product Sell Sheets
- Printable Certificates
- Product Image Library
- Product Packing Info
(previous website design)
USER FLOW DEVELOPMENT
Reconstructing the user flow of the Auto Magic website began with prioritizing the resources that were most sought after by distributors according to the user study of the old website. In addition, key brand stakeholders also wanted to use the website’s redesign as an opportunity to emphasize Auto Magic’s commitment of easy-to-use products through dilutable products.
WIREFRAMING
To finalize the new site’s interface, I implemented elements of Auto Magic’s new visual identity (i.e. logo and brand color) to further immerse users into a cohesive brand experience throughout the flow of the site.
FINAL OUTCOME
MAIN IMPROVEMENTS
- Updated UI showcases Auto Magic’s updated visual identity
- Accessible distributor resources and technical documents.
- Promotes users to browse products by solutions – opportunity to emphasize dilutable products.
CONCLUSION
The redesigned Auto Magic site sophistically showcases the brand’s new visual identity while also creating a more visually cohesive and intuitive user experience from what the previous site offered. The use of modern and responsive user flows have significantly improved user engagement and functionality since launch. Improved navigation tools offer an organized selection of product categories and distributor resources within an effective information hierarchy.