Goals
The goal was to evolve the visual identity so it felt more contemporary without losing the character and history that defines the business. The brand needed to communicate craftsmanship, trust and expertise, while remaining appropriate for a specialist automotive audience.
Another key objective was to replace an outdated and largely non-functional website with a platform that could clearly present the garage’s services, showcase its work and attract new clients. Given the niche nature of the business and its international client base, having a strong and credible online presence was essential.
Approach
My approach focused on balancing heritage with modernisation. I developed a refreshed visual identity that drew inspiration from the garage’s history, while introducing a cleaner and more contemporary design language that could work effectively across digital touchpoints.
Alongside the visual work, I collaborated with freelance copywriter Meg Raynsford, who developed new website copy to better articulate the garage’s story, expertise and services. This ensured the site had a strong narrative as well as a refined visual presentation.
The website was designed to prioritise clarity and usability, making it easy for visitors to understand the services offered and the level of specialisation involved. Particular attention was given to presenting the garage’s legacy and craftsmanship in a way that would resonate with both existing clients and new international audiences.
Deliverables
I delivered a refreshed brand identity and a fully redesigned website for West Hoathly Garage. This included the visual direction for the brand, website design and build, and collaboration with a copywriter to produce clear and effective messaging aligned with the business.
Outcomes
The result was a modernised brand that respects the garage’s heritage while presenting it in a more refined and contemporary way. The new website transformed their online presence from largely non-functional into a valuable business tool, enabling West Hoathly Garage to clearly communicate its expertise and attract new clients.
The project provided a stronger digital foundation for a specialist business, helping it remain relevant and visible while continuing to serve a niche, international audience.