X Parts Town

After acquiring a major competitor, well-known for outstanding customer service, Parts Town risked losing brand loyalty. In an effort to reassure both their new customers and new employees, the redesign needed to successfully merge the attributes of both companies.

BRAND IDENTITY | UI/UX | MARKETING | EMAIL JOURNEY | GUIDELINES

Hand-drawn illustrations and employee photos add a personalized touch, a nod to the exceptional customer service of Heritage Parts.

Bold, clean visuals highlight the benefits of Parts Town's easy to use technology, pairing well with the brand's lighthearted, tongue-in-cheek voice.

The brand refresh successfully merged the respective strengths of both companies, assuring former Heritage Parts customers that they would still receive the highly personalized customer service they had come to depend upon, while gaining the additional benefits of Parts Town's e-commerce technology and operational capabilities.

In the five-year period following the redesign, Parts Town experienced a 245% increase in revenue growth, from $1B in 2021 to approximately $2.5B in 2024.

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Role: Creative Direction, Design

Marketing: Erik Koenig, Linda Ramsey

Designers: Claudia Cuatepotzo, Edgar Gonzalez

Copywriter: Jeanne Sullivan

3D: AlloyFX