Auto Tek & Eurocar-Werk
Two new sub-brand sites for auto repair shop conglomerate Main Street Auto
The team behind Main Street Auto, a family of independent auto shops throughout the Southern US, approached us seeking two new websites for a couple of their sub-brands: Auto Tek Customs and Eurocar-werk. We created two simple modular sites with lightweight branding that fits the look of the custom auto industry while still feeling up-to-date and easy to use.
what we did together
client industry
Fitting right in
The Main Street team’s ask for both Auto Tek and Eurocar was to create something that felt right at home in the auto repair and customization industry. They wanted to tap into the simplistic, homey feeling of many of these sites, while making sure for Auto Tek that the skill of their technicians remained the focus, and for Eurocar that their deep understanding of European cars was highlighted.
Knowing that they wanted both of these brands to be minimal, we leaned heavily on the font and colors as the hallmarks of both brands. For Auto Tek, we chose Play as our headline, a blocky font that brings to mind 1980’s car design and science fiction movies. By keeping the rest of the design simple, this font choice keeps from veering too far into these inspirations. For Eurocar-werk the client wanted a similar choice to Play, so we went with Titillium, a bold, slightly squared feeling font with quirks that also hint at the ‘80s, while keeping it a little smoother and less extended than Play.
We based our color choice for Auto Tek on their existing logo, sticking to black, and white with a hint of red as the primary palette across the site. For Eurocar, the client wanted it to feel like a sibling brand, so we stuck with black and red, leaning into the treatments across the site as the main differentiators between the brands. For instance, the buttons on Auto Tek include a stroked option that hints at the detailed custom work the group does, whereas the buttons on Eurocar feature Titillium Italic, a nod to the speed and power of the Euro vehicles their stores service.
For both of the sites, it was crucial to have plenty of photography throughout, so that they could highlight the types of cars they service, as well as projects that they’d completed recently.
A new home online
Once we landed on the final looks for each brand, it was time to build out the sites. Both Auto Tek and Eurocar are entirely modular, meaning that their teams will be able to iterate and build new pages on an as-needed basis. It’s easy to upload photos of a recently completed project, and the spare, minimal design of the pages doesn’t take away from the work. Each page has a clear call to action to make sure users know how to make an appointment, get in touch, or what exact services are offered. The sites are also responsive across devices, so potential customers can easily access them from wherever they may be.
