Modernizing auto shop management through strategic branding & design
ShopController needed to break into a competitive market while solving critical industry problems:
Paper-based systems creating budget leaks and inventory inaccuracies
Management systems decades behind modern technology
Fragmented workflows hampering daily operations
Outdated analytics preventing data-driven decisions
Poor user experiences designed without cohesive vision
Power On
I developed a comprehensive brand and digital strategy that positioned ShopController as an industry transformer:
Persona-Focused Approach: Rather than demographic targeting, I created tailored experiences for three key user types:
Shop Owners/Operations requiring strategic business intelligence
Service Writers/Managers handling customer interactions and job intake
Technicians needing simplified interfaces for time tracking and updates
Distinctive Visual Identity:
Created a bold yet clean design language with automotive-inspired aesthetics
Developed a symbolic logo featuring interlocking C shapes forming an S with a lightning bolt
Implemented a versatile color system with dark/light modes for different contexts
Established condensed typography that balanced brand recognition with functional clarity
Strategic Brand Positioning:
Crafted the "Power On" tagline and "superpowers for your auto shop" concept
Positioned shop teams as heroes in their efficiency journey
Built a narrative around conquering paperwork chaos and financial leaks
Comprehensive Design System:
Built modular components with an 8-pixel spacing system
Created a "website kitchen sink" with pre-designed elements
Developed adaptive interfaces for both web and mobile applications
Established guidelines ensuring consistent implementation
Measurable Impact
Shop Controller was able to go to market
Able to take the branding and use for subsequent brands based on my design language
Achieved enthusiastic user adoption through social media campaigns
