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How do you build an adaptable identity and robust user experience for an evolving company?

Strictly Import Motorsports is a garage and performance shop based out of Kalamazoo, Michigan. Over the last few years they have been growing exponentially, and with this growth many aspects of their business had to quickly mature to support this growth.

In the fall of 2014, they approached me and proposed their ideas. They had three main goals: A name change from Strictly Import Motorsports to Strictly Performance Motorsports, an ecommerce and Point of Purchase solution, and a new brand identity to support their new name and company direction.

Gaurav Borra
Project lead, Web design, & Development.

Gaurav Borra
Design

Discovery

1. Maturation

Strictly’s current brand was the brand they had utilized since their inception. It served them well in the beginning, but as the company grew, their niche identity, along with their name, was stifling their growth. So to best serve their new business direction they needed a brand that reflected their new values and goals.

1. Maturation

Strictly’s current brand was the brand they had utilized since their inception. It served them well in the beginning, but as the company grew, their niche identity, along with their name, was stifling their growth. So to best serve their new business direction they needed a brand that reflected their new values and goals.

Creation

1. Maturation

Strictly’s current brand was the brand they had utilized since their inception. It served them well in the beginning, but as the company grew, their niche identity, along with their name, was stifling their growth. So to best serve their new business direction they needed a brand that reflected their new values and goals.

1. Maturation

Strictly’s current brand was the brand they had utilized since their inception. It served them well in the beginning, but as the company grew, their niche identity, along with their name, was stifling their growth. So to best serve their new business direction they needed a brand that reflected their new values and goals.

Implementation

1. Maturation

Strictly’s current brand was the brand they had utilized since their inception. It served them well in the beginning, but as the company grew, their niche identity, along with their name, was stifling their growth. So to best serve their new business direction they needed a brand that reflected their new values and goals.

1. Maturation

Strictly’s current brand was the brand they had utilized since their inception. It served them well in the beginning, but as the company grew, their niche identity, along with their name, was stifling their growth. So to best serve their new business direction they needed a brand that reflected their new values and goals.