From visual identity to a complex digital platform

Before the project began, the brand had a simple presentation website, an older logo, and an existing presence on social media.

Customers previously searched for vehicles on external marketplaces and sent links to specific listings. As the range of services expanded, there was a need to create a dedicated platform where users could search for cars directly and better understand the entire import process.

The original website was no longer sufficient for the future direction of the business. The project therefore gradually evolved from a brand and website redesign into an extensive digital platform covering the full customer journey - from selecting a vehicle to arranging its import from abroad.

I was responsible for the visual direction of the brand and the user experience of the digital product.

I designed not only the appearance of individual pages, but also the way the overall system worked. I worked on user flows from the homepage through the catalogue, filtering, and vehicle detail pages to expressing interest, selecting related services, and submitting a form.

For individual parts of the product, I prepared wireframes, compared several design options, and created responsive designs in Figma.

My work included:

• visual identity and branding,
• information architecture,
• UX/UI design of the web platform,
• responsive designs for desktop and mobile,
• user flows and forms,
• a UI style guide and reusable component library,
• social media assets,
• physical materials,
• implementation review and ongoing design refinement.

As part of the brand redesign, I prepared several logo concepts and variations.
The final symbol is based on the initials of VyberSiAuto - V and A. It was designed to work not only as part of the logo, but also as a standalone graphic element.

By repeating the symbol, I created a pattern inspired by a tyre track. This became one of the defining elements of the identity and helped visually connect the website, social media, and physical materials.

In addition to the logo, I defined the colour palette, typography, graphic elements, patterns, illustration style, photography direction, and basic brand usage guidelines.

The output also included a dedicated online brand portal for the client. It contains all necessary logo variations, defined colours, and downloadable files that can be easily shared with printers, partners, or other collaborators.

The website was built from the ground up as a new digital product rather than a static company presentation.

The first concepts focused on the sitemap, information architecture, page structure, and user flows. The visual style, components, and final interactions were developed afterwards.

The platform needed to accommodate several different types of users:

• a customer who knows exactly what kind of car they are looking for,
• a user who wants to browse the available options first,
• someone who already has a link to a specific vehicle from an external marketplace,
• a customer who has not yet chosen a vehicle and needs assistance,
• a user looking for a specific additional service.

Each scenario has a different entry point, but all of them lead towards a clear next step.

One of the main challenges was creating a system that remained easy to navigate despite the large amount of content and the number of available options.

The platform connects the homepage, vehicle catalogue, search, filtering, vehicle detail pages, user profile, and related features. Users can begin with a simple selection of basic parameters directly on the homepage or continue with advanced filtering for a more detailed search.

When designing the search and filtering experience, I drew on established patterns from automotive platforms, competitor analysis, best practices, and the client’s industry experience.

The key was to find the right balance between simplicity for users who only want to browse and a sufficient level of detail for people who know exactly what they are looking for.

The same principle was applied to the vehicle detail page. The goal was to create a clear information hierarchy that helps users quickly find the most important information while still providing enough detail for an informed decision. The page naturally guides the user towards the next step - expressing interest in the vehicle and selecting related services.

Choosing a vehicle is only the beginning of the customer journey.

The platform clearly presents the full car import process and connects it with related services - from vehicle history checks and physical inspections to transport, registration, financing, insurance, and warranty options.

An important part of the design process was adapting forms to different services and user scenarios.

Users need to be able to select the relevant services, understand the pricing breakdown, and submit an enquiry without unnecessary uncertainty.

I worked with several different entry scenarios:

• the user selects a specific vehicle directly from the catalogue,
• the user already has a link to a vehicle from an external marketplace,
• the user has not yet chosen a vehicle and needs help finding one.

The individual service pages follow a consistent structure while being adapted to the specific nature of their content. Some include a calculator, others a form, a selection of options, a process overview, or an FAQ section.

For a platform of this scale, maintaining visual and functional consistency was essential.

I created a UI style guide and a reusable component library covering the main visual styles, form elements, navigation patterns, information states, modal windows, and basic interaction principles.

It was not a fully documented design system, but a practical foundation that helped maintain a consistent visual language and streamline both design and implementation.

The platform also includes a wide range of service pages and supporting content designed to explain complex processes, build trust, and answer user questions.

I worked in detail on the structure, content hierarchy, and visual presentation of individual service pages covering areas such as vehicle import, inspections, registration, financing, insurance, warranty options, and assistance with selecting a car.

Depending on the type of service, the pages include process explanations, calculators, forms, option overviews, and FAQ sections. The goal was to present each topic clearly while maintaining a consistent structure across the platform.
I also designed pages and components for reviews, the magazine, article detail pages, contact, information pop-ups, and error states.

A copywriter worked on the text content, while my role was to help shape the communication direction and define how the content should be structured and presented visually.

I prepared the designs in Figma, including wireframes, design variants, and responsive layouts. After implementation, we reviewed the live website and worked with the client to provide feedback to the developers, refining individual elements and flows where needed.

I extended the visual style across the most important brand touchpoints.
In addition to the website, I created templates and formats for social media, stories, promotional campaigns, advertising visuals, and presentations of imported vehicles.

The visual identity was also applied to physical materials, including business cards, an email signature, roll-up banners, folders used during vehicle handover, keyrings, and stamps.

The result is a unified visual identity that remains consistent across the website, social media, advertising, and direct customer interactions.

The project created a professional and consistent foundation for the future development of the brand.

Previously, customers searched for vehicles on external marketplaces and sent links separately. The new platform allows them to browse the catalogue directly, save interesting vehicles, compare options, review their search history, save search criteria, and activate price-change alerts.

When users find a suitable vehicle, they can continue with a specific car and selected services and submit a non-binding enquiry directly through the website.

VyberSiAuto gained not only a new visual style, but also an extensive digital platform capable of guiding users through the entire process - from the initial search and vehicle selection to related services and the submission of an enquiry.
At the same time, a unified visual system was created for use across the website, social media, advertising formats, and physical materials.

For me, this project demonstrates the ability to approach a large and complex assignment, define a clear visual direction for a brand, design a digital product with multiple user scenarios, and develop it consistently across different touchpoints.