During my time at Nclud, I led the redesign of Dealer Spike’s brand identity and website, a company providing web and digital marketing solutions for automotive dealerships.

Dealer Spike’s previous identity leaned heavily on bold, aggressive visual cues common within the automotive industry. While attention-grabbing, it lacked a sense of strategic partnership and long-term collaboration that reflected the company’s actual role.

Our objective was to evolve the brand from a purely high-impact presence into an identity that clearly reflected its role as a marketing SaaS partner for dealerships — one that communicated leadership, trust, and sustainable growth. The new visual system was designed to express Dealer Spike not simply as a service provider, but as a strategic partner: closely connected to dealerships, guiding them forward, and growing alongside them.

Building on the renewed identity, the website redesign focused on reinforcing Dealer Spike’s role as a clear and confident guide. The previous site made it difficult for users to navigate services or access key information, limiting its effectiveness as a sales and partnership tool.

In close collaboration with a UX designer, we restructured the user experience to create a clearer information architecture and more intuitive pathways, translating the updated brand system into a cohesive digital interface that emphasized clarity, guidance, and forward momentum.

This project was completed in collaboration with the Nclud UX team.