Westgarth Auto Services

Project Overview

The Client

Westgarth Auto Services is a local, family-owned, well-respected garage in Dunfermline with a long-standing reputation for quality service. The business was undergoing a shift in operations and ownership, necessitating a refresh of their brand identity and digital presence to reflect these changes while maintaining their established reputation in the community.

The Challenge

Create a modern brand identity and business website that authentically represents the garage's services while reflecting its shift in operations and ownership. The challenge was to design new signage for the garage and develop a website that would provide a seamless user experience, clearly communicate opening times, and showcase the range of services offered to customers.

The Approach

Develop a comprehensive brand strategy and visual identity that reflects the professional yet approachable nature of Westgarth Auto Services, followed by designing signage and a responsive website that prioritizes key information like opening hours. Additionally, produce digital assets for future marketing campaigns and brand touchpoints to ensure consistency across all customer interactions.

Discovery & Research

Our journey began with understanding Westgarth Auto's services, their audience, and the auto repair market in Dunfermline.

Market Analysis

We conducted thorough research into the auto repair industry, identifying key factors that influence customer decisions when choosing a garage. Our findings revealed that customers prioritize transparency, reliability, and accessibility of information when selecting auto repair services.

Through competitor analysis, we discovered opportunities to differentiate Westgarth Auto Services by highlighting their family-owned heritage, personalized service approach, and convenient location. The research also showed that clear communication of opening hours and services was a critical factor in customer decision-making.

User Behavior Research

We analyzed user behavior patterns for auto repair websites, finding that most visitors seek quick access to essential information like opening hours, services offered, and contact details. This insight guided our approach to prioritize these elements in the website design, ensuring visitors could find what they needed without frustration.

Visual research and mood boards developed by SCM Studio for Westgarth Auto Services. 2024

Brand Strategy

Establishing the foundation for all design decisions.

Brand Positioning

We positioned Westgarth Auto Services as a modern, family-owned garage that combines professional expertise with personalized service. The brand emphasizes reliability, transparency, and deep roots in the local community, differentiating it from larger, impersonal chain operations.

Core brand values identified: reliability, professionalism, transparency, and local service. These values guided all subsequent design decisions, ensuring consistency across all brand touchpoints.

Target Audience

Our research identified two primary audience segments: local residents seeking regular vehicle maintenance and repair services, and commuters who value convenience and efficiency. The brand strategy was crafted to appeal to both segments, emphasizing reliability for regular customers and efficiency for those with time constraints.

Logo Development

Concept Exploration

The logo design process focused on creating a visual identity that would communicate professionalism while maintaining an approachable feel that reflects the family-owned nature of the business.

We began with sketches exploring different automotive themes, focusing on elements that would convey reliability and expertise. Each concept aimed to capture the essence of Westgarth Auto's services while ensuring versatility across various applications.

Final Logo Design

The final logo incorporates a stylized car silhouette with clean, modern typography. The design balances professional aesthetics with an approachable feel, using the brand's color palette to create recognition and consistency across all materials.

Hero Page of Westgarth Auto Services Website. 2024

Signage Poster made by SCM Design Studio for Westgarth Auto Services. 2024.

Brand Identity System

Colour Palette

The color palette draws from automotive themes while ensuring high visibility and recognition. The primary blue creates a sense of trust and reliability, while the accent red adds energy and draws attention to key information like opening hours and contact details.

Website Strategy & Planning

Creating a digital experience that prioritizes essential information while showcasing the garage's services.

Site Objectives

We identified three primary objectives for the website: prominently display opening hours for quick reference, provide detailed information about services offered, and build trust through customer reviews and examples of work completed.

User journeys were mapped for different visitor types, from new customers seeking basic information to existing customers looking for specific services, ensuring each path led to meaningful engagement and clear calls to action.

Content Strategy

The content strategy focused on clarity and accessibility, ensuring that essential information was immediately visible upon landing on the site. At the Client's request, we prioritized opening hours, contact details, and service offerings, with secondary content providing deeper insights into the garage's expertise and customer experiences.

All content was crafted to reflect the brand's professional yet approachable tone, using straightforward language that avoids technical jargon while still conveying expertise and reliability.

Website Design Process

Wireframing & UI Design

We began with wireframes that established a clear visual hierarchy and user flow. The structure evolved based on user needs, ensuring the most important content—opening hours and contact information—was prominently featured at the top of the page.

The UI design development emphasized creating digital elements that reflect the professional nature of auto repair services while maintaining an approachable, user-friendly interface. The design uses a 2-column layout for desktop that transitions seamlessly to a single column for mobile users, ensuring optimal viewing across all devices.

Key Design Decisions

1

Prominent Opening Hours

The design places opening hours front and center, using contrasting colors to ensure visibility and immediate access to this critical information.

2

Customer Review Integration

A dedicated review section showcases customer testimonials, building trust and credibility for potential new customers.

3

Image Slider for Work Showcase

An image slider highlights completed work, providing visual evidence of the garage's capabilities and attention to detail.

4

Google Maps Integration

Geolocation access through Google Maps makes it easier for users to find the garage, enhancing the overall user experience. Quick access to the garage's physical location also contributes to conversion rates as customers can easily plan trips.

Development & Implementation

Technical Approach

The responsive design maintains the integrity of the visual story across devices through thoughtful recomposition rather than mere rescaling.

Performance optimization techniques were implemented to ensure fast loading despite rich imagery, including lazy loading and image compression.

Reflections & Learnings

Key Successes

The overhaul of the previous website into a new and modern looking site with updated details. A bright and welcoming signage for the garage in keeping with their new website branding.

Challenges Overcome

Balancing the minimal yet modern needs of a brand refresh on a tight budget. At SCM we were able to deliver quickly and efficiently.

Future Opportunities

Expanding the brand into offering more services and a longer operating schedule however for the Westgarth family times have changed and these no longer suit.