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
Being an active automotive culture contributor in Québec for years, Spotted Cars is looking for a refreshing new look to show the appreciation to fans and warm welcome to the new friends from the globe.
Old brand
Goals
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New look and feel in trend with automotive dynamism.
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Website redesign featuring news consumption and event experience.
My Role
Working alongside the founder and the marketing director, I drove the rebranding process from ground up to final delivery.
Team
Founder
Marketing director
Web developer
Partners
Camera crew
Social media management
The Journey
To know better the brand story, is to know better its audience and community. The audience of Spotted Cars is averagely very young and highly active on social media platforms, with their flaming enthusiasm on "car spotting", this community continues to thrive.
I got the opportunities to be part of their car spotting activities to dip into the culture, also because Montreal in Québec is the home city to the Formula 1™ Canadian Grand Prix, the biggest sporting event in all of Canada, which all helped me get off to a good start with the design journey.
Ideation and sketches
a. "Spotlight"
Through the "field study" with the team, I got the inspiration from their dedication and translated it into a metaphor as "spotlight" - high focus and great attention.
b. Beauty of Pagani exhaust (team's pick)
Pagani was one of my favourite supercars with its unique beauty of exhaust system design, I found the interesting connection between this mechanical piece and the camera lens like viewport, which could contain the stories telling about speed, elapse and dynamism.
c. Taillight silhouette
Inspired by racing car's taillight design, I started to illustrate some concept sketches based on the most iconic models.
Decision round
Our team was interested in both concept A and B, then we decided to test them both into the next stage of redesigning the website. Since Spotted Cars is mostly news driven and contains blogging function on the site, I came up with a few options featuring variable reading experiences.
Lastly, the final pick went to the concept B, then I started iterating on the brand guide for internal and external uses, meanwhile finalized the website redesign with the new brand identity.
After working and bug bashing with dev, the latest experience was live on Spotted Cars official site, feel free to check out!
