PartsAvatar
Background
PartsAvatar is Canada’s largest automotive e-commerce platform that believes in the Right to Repair movement (the idea that people and independent shops should have access to information, diagnostics, tools and parts necessary to undertake repairs at a reasonable cost).
Challenges
Communicate the great company culture in a creative way to potential future employees
Help an e-commerce platform for automotives build an emotional connect with people
Approach
Step 1
We interviewed the startup founders to understand their idea behind starting their company and how it has shaped their vision to make the world a happier place.
Step 2
We interviewed the employees to understand what brought them to work every day.
We developed the brand’s communication from scratch, which included the brand mission, vision and values.
Insight
When you choose repair over replacement, you save money and make an environmentally conscious decision, not adding to the global stream of waste.
Strategy
PartsAvatar makes the world a happier place by simplifying repairs.
We designed the PartsAvatar ‘Book of Family Values’, translating the brand’s philosophy and values in a human and approachable way. It acted as a guiding principle for the employees, brand’s communication, their way of thinking and doing business. The book became a part of onboarding new employees to help them understand the company culture from the get-go.
Brand Identity
When it came to the brand identity, we didn’t change the logo, yet gave the brand an overall modern look and feel. We also designed their brand manual for them.
Our main thought was to create an identity that humanises a tech brand and establishes an emotional connect with people, helping the brand go beyond being ‘just another e-commerce platform’.
View the brand guidelines below
Brand Video
Our work for them also included a video that reflected the brand ideology and was based on the relationship people have with their first cars.
Illustrations
The illustrations used across the corporate website and the brand visuals were created in tandem with the DIY Culture and the Right to Repair movement the brand believes in.
