In the heart of Chicago's automotive community, a legacy auto parts store and repair shop specialized in vintage vehicles faced a critical challenge: their digital presence hadn't kept pace with their decades of expertise. A modern brand identity and intuitive digital platform connect classic car enthusiasts with the shop's unique products and knowledge.
Despite their extensive knowledge and comprehensive parts inventory, the auto shop's outdated digital presence prevented them from reaching a new generation of classic car enthusiasts. Their antiquated website and ordering system, which relied on phone calls and in-person visits, created friction for both customers and staff. The business needed a digital transformation that would showcase their expertise while making their services more accessible to modern consumers.
Heritage and Innovation
Position Roadster Shop as classic car experts with a modern approach, bridging traditional automotive knowledge with contemporary service standards.
Generational Bridge
Create an approachable brand experience that resonates with younger enthusiasts while maintaining our connection with longtime customers.
Digital Convenience
Develop an intuitive digital platform that makes our inventory and expertise more accessible while preserving our signature personal service.
Sustainable Expansion
Build a scalable brand foundation that enables growth beyond Chicago while staying true to our local roots.
The new brand identity features vibrant yet trustworthy colors and heritage-inspired typography, while an innovative digital platform introduces a first-of-its-kind classic car configurator. This tool allows customers to visualize parts on their specific vehicle model and create virtual builds, making the specialized world of classic car modification more accessible and engaging for all enthusiasts.
See the
Solution
Market
Assessment
8.7%
Projected growth rate of classic car market from 2024 to 2032
Online Resources
Are leading to ever-increasing Gen Z involvement in car culture
70%
Rate of classic car owners that have taken on a restoration project
Auto Parts Chain
Digital Presence
Interface prioritizes breadth over depth; extensive catalog but minimal product details and technical specifications
Vehicle Compatibility
Basic year/make/model search filters, but lacks specific trim and engine variant compatibility information
Web Experience
Functional but utilitarian design with minimal product visualization
Online Specialty Retailer
Digital Presence
Comprehensive technical information but overwhelming interface; requires significant prior knowledge to navigate effectively
Vehicle Compatibility
Detailed compatibility charts available but separated from the shopping experience
Web Experience
Compressed version of desktop site, difficult to navigate complex information on smaller screens
Local Specialist
Digital Presence
Minimal online presence with basic catalog; relies primarily on in-person shopping experience
Vehicle Compatibility
Relies on customer knowledge or direct conversations with staff; no digital compatibility tools
Web Experience
Not optimized for mobile devices, requires desktop for most functionality
Understanding Roadster Shop's legacy branding elements is crucial to identifying both heritage worth preserving and outdated aspects requiring modernization to support the brand goals and aid in their future growth.
Trademark
Digital Presence
Colors
Typography
ROBOTO
Regular, Extra Bold
1
Modernize logo, typography, and colors while preserving heritage cues.
2
Transform static catalog into an engaging interactive platform.
3
Craft brand voice that translates expert knowledge into accessible language.
4
Elements that resonate with established customers and features attracting younger enthusiasts.
Alex Reeves
34
Chicago Suburbs
Software Engineer
$115,000 annually
Alex recently inherited a 1968 Ford Mustang from his grandfather. With intermediate mechanical skills from motorcycle maintenance, he's approaching classic car restoration with enthusiasm but limited experience. He has resources to invest in quality parts but lacks specialized tools and workspace.
Researches extensively before making purchases
Shops online but prefers expert validation
Uses YouTube tutorials and forums for info
Expects modern e-commerce features
Values detailed photos and specifications
Alex aims to honor his family legacy through thoughtfully restoring his grandfather's car. He sees this project as both a learning opportunity and a hands-on contrast to his tech career. He's eager to connect with the classic car community despite feeling intimidated by experienced enthusiasts.
Overwhelmed by technical details
Difficulty visualizing different parts
Uncertain about period correct upgrades
Limited time for in-person shopping
Costly mistakes due to inexperience
"I want to do this restoration right, but I don't have the decades of knowledge that those guys [experienced enthusiasts] have. I need guidance without feeling judged for being new to all this."
Ideation
Phase
My focus is on creating a brand that respects tradition while embracing innovation. I also aim to explore visual and digital concepts that could translate deep automotive expertise into intuitive experiences. How might we preserve the authenticity classic car enthusiasts value while removing barriers for newcomers?
High
Realtime vehicle visualization
Quick purchase system
Compatibility checker
Required tools
Budling related items
Mid
Difficulty indicators
Subscriptions for wear items
Community support
Project budget tracker
Inventory alerts
Digital service manuals
Low
Lighting adjustments
Car show calendar
TIme estimate
Part diagrams
Our
Solution
Users create, save, and share virtual representations of their projects, watching their cars evolve with each added component. This interactive garage becomes a personalized hub where enthusiasts track progress, manage budgets, and visualize the road to completion.
Product pages seamlessly bridge the gap between browsing and building. Each part exists in two contexts: as a detailed standalone offering and as a potential addition to the user's active project. The "Add to Build" button instantly shows the selected component on the customer's saved build, allowing real-time visualization before purchase decisions.
The intelligent search experience automatically tailors results to the user's active build, eliminating compatibility guesswork. Beyond basic fitment, the system suggests upgrades based on your restoration stage and previous purchases, transforming generic parts hunting into a personalized discovery journey guided by your unique project.
The service scheduling portal extends the digital experience into the physical workshop. Customers book appointments by selecting their specific restoration needs, sharing their digital build for context, and choosing from available time slots.
Problems
Solved
Transformed perception from outdated shop to innovative industry leader.
Bridged generational gap by appealing to both traditional and younger enthusiasts.
Created recognizable visual language that communicates expertise at a glance.
Eliminated uncertainty about part compatibility with specific vehicles.
Connected legacy inventory system with modern e-commerce platform.
Transformed technical specifications into accessible information.
Where to
Next?