SPOTTED CARS
REBRAND
Spotted Cars is reputed in Québec Canada as digital medium and community for automotive culture and car enthusiasts.
Established in 2013, Spotted Cars aims to bring the most up to date news as well as the premier automotive local events.
Context
As an active contributor to Québec’s automotive culture, Spotted Cars wanted to refresh its brand identity, both to show appreciation to long-time fans and to welcome new enthusiasts from around the world.
Old Logo (Before Rebrand)
Goals
Our redesign focused on:
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A fresh, dynamic brand identity in line with modern automotive aesthetics
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A revamped website optimized for news consumption and event experiences
My Role
I led the entire rebranding process, working alongside the founder and marketing director, from ground-up concept development to final execution.
Spotted Cars Team
Founder
Marketing Director
Web Developer
Creative Partners
Camera Crew
Social Media Management
The Journey
Understanding the Brand & Its Community
To truly capture the essence of Spotted Cars, I immersed myself in its audience and culture. This high-energy community thrives on social media, fueled by their passion for car spotting.
I had the opportunity to participate in car spotting activities, which helped me absorb the movement, enthusiasm, and visual language of the brand firsthand.
Additionally, being based in Montréal, home to the Formula 1™ Canadian Grand Prix, the biggest sporting event in Canada, this strong motorsport influence provided further inspiration for the rebrand.
Ideation & Sketching
Concept A: "Spotlight"
Through my field study with the team, I drew inspiration from their dedication, translating it into a metaphor of "spotlight", representing high focus and great attention on automotive excellence.
Concept B: Pagani Exhaust Design (Team's Pick)
Inspired by Pagani, one of my favorite supercar brands, I explored a connection between its exhaust system design and the camera lens-like viewport, symbolizing speed, motion, and dynamism—a perfect fusion for an automotive-centric brand.
Concept C: Taillight Silhouette
Drawing inspiration from racing car taillight designs, I illustrated concept sketches based on some of the most iconic models, integrating sleek, illuminated aesthetics into the branding.
Decision & Website Redesign
Testing Concepts A & B
The team was particularly drawn to both Concept A & B, so we tested them in the next stage of the redesign. Since Spotted Cars is news-driven, with a strong blogging function, I explored various reading experiences to enhance content accessibility and engagement.
Final Selection & Brand Guide Development
The final pick went to Concept B, after which I iterated on the brand guide for both internal and external applications. Simultaneously, I finalized the website redesign, ensuring the new identity seamlessly integrated across all digital platforms.
Final Delivery
After rounds of development & bug testing, the new Spotted Cars experience officially launched.
Feel free to check out the live website on their official site!
