Ideation
User Research
UX Designer
Illustrator
Wireframing
High Res Mocks
Branding
Create a digital mockup of an updated homepage and logo for a mechanic's website. The company, Automate, has provided their current website and logo for reference.
When I first received the branding for the original logo, it took me a moment to recognise that the design represented the roof of a car. While the concept had potential, it didn’t strongly convey anything to do with a car service company and felt somewhat flimsy overall. I conducted a brainstorming session where I listed words commonly associated with mechanics and car services to guide my creative process. To gather inspiration, I conducted online research in the form of market research and visual mood boards which I documented on Notion before I began sketching ideas for a refreshed brand identity.
I experimented with various elements, such as cogs/gears and mechanical tools, aiming to craft a logo that felt more impactful and clearly represented Automate. My goal was not to completely abandon the existing brand concept, as I felt it provided a solid foundation and I was also limited to time in order to complete the task. Instead, I wanted to build upon and refine it, exploring its potential to create a stronger and more vibrant design.
I refined the car silhouette to make it clearer, bolder, and more striking, ensuring it would stand out. To emphasise the company's focus on car services, I incorporated a cog encircling the car design, giving it a mechanical feel to the logo.
For the wordmark, I went for a bold, modern font (Ethnocentric regular italic) with an engineering feel, giving it a stronger mechanics vibe to enhance the overall aesthetic. Additionally, I Incorporated the existing brand colours as accents to tie the new design to the original identity.
