Whiteland
Auto Supply
Whiteland Auto Supply is a family-owned small business that has served a community since 1978. While cars have changed tremendously in the last 40 years, their store has remained relatively the same. They specialize in aftermarket automotive parts and paint. As a small business in a corporate run industry, the independent store must compete with big box stores and companied-owned stores. With an audience consisting of older car guys and mom and pop shops, they needed a new brand that fit their age and described Whiteland Auto’s identity. I designed a simple logo that allows them to print on their own products. Along with the branding collateral of business cards, flyers, and stickers, I also constructed a website that is self-maintainable through a CMS.
"Having a website was important to us. We've always been located on Main Street, but now in this day an age we needed to be available right in your pocket."
Google Compatibility
It is important that Whiteland Auto be compatible with Google in order to reach potential customers searching for parts they need. Having a business with a profile on Google reinforces Whiteland Auto Supply's online presence. Allowing the user to journey through the aisles virtually and see what parts, tools, and different brands of products creates a sense of professionalism and ambiance that identifies with the auto parts store.
Responsive Design
Squarespace benefits Whiteland Auto in a number of ways. Besides the sleek design of the templates and the easy to use content editor, by using Squarespace the store is able to have a website that has a responsive design built into its core. This allows Whiteland Auto to reach a wider range of customers. They may be a younger crowd or someone without a computer. Or perhaps a person may be stranded near Whiteland, Indiana and may be Googling for the closest parts store. The responsive design allows for all of the different wireless devices that a person could own in this day and age.
Other Branding
Not just selling auto parts, Whiteland Auto Supply sells automotive paint and auto body products. Utilizing several different paint lines, the store mixes paint to match cars of all makes and models. Whenever a color is mixed, a small part of the paint is dabbed onto the top of the can to help identify the color of the paint. The stickers are used to frame the dab of the paint on the lid of each can. So no matter the paint line, the customer can look at the top of the can and tell that it was mixed at Whiteland Auto Supply.
Besides needing an online presence, the employees of Whiteland Auto Supply also needed personalized business cards for when they make calls on commercial customers. Since Whiteland Auto Supply identifies as an "old parts store," it was important that the brand remain true to form. In keeping with this retro style, the brand utilizes halftones and graphics mimicking commercial design from the 1940s.
