Creative & Art Direction

Tire Rack

For the past 30 years, Tire Rack has been the leader and largest online distributor of tires, wheels, automotive parts and accessories. While their existing site catered perfectly to enthusiasts, it left a large segment out of their purchasing funnel: the everyday consumer. 

Our solution was to create a new experience that amplified the brand’s passion and purpose, while creating a genuine dialogue with consumers and making the process of buying and installing tires stupidly simple.

Countless hours went into designing a new, modern platform for mobile, desktop and tablet as well as defining a new story and tone for the brand. Client and agency workshops aided in the collaboration process —ensuring that common goals were met along the way.

In the end, the re-calibrated experience gives the Tire Rack brand a fresh, modern look that’s intuitive, simple and engaging —and once again revolutionizes how people shop, research and buy tires online.