Branding, Messaging, Website for Global Manufacturer

When AP Emissions merged with Centric Brakes, forming APC Automotive Technologies, their combined portfolio included 17 different aftermarket parts providers. Finessing all those brands into a single, cohesive story, let alone a single, consistent web presence, all without losing the existing equity in some of their marquee products, was going to be a challenge. Adding to the complexity were the need for an easy-to-use parts lookup tool that consolidated data from three different web services and a distributor location finder that interfaced with a separate data source.

Visit the APC Website

Our Approach

During discovery, 9thWonder paid particular attention to specific behavioral drivers of the three target audiences: distributors, technicians and DIYers. A common messaging thread emerged that encompassed APC's history of manufacturing excellence, fully integrated supply chain efficiency, innovation and value. "Built to Fit" became the umbrella messaging that informed all visuals and language moving forward. With the messaging in place, we created information architecture to support easy site navigation, impactful logo and website design to update and underscore APC's role as industry leader functionality and best-in-class UX to guide users to the brands and parts they sought.

APC

Results

After the new branding, messaging, lookup tool and website were launched, we saw exciting results in both traffic and on-site behavior. New users and users in general from organic traffic are both up about 300%, and time on page is up about 230% and bounce rate is down 42%.

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