Shop Controller

Modernizing auto shop management through strategic branding & design

ShopController needed to break into a competitive market while solving critical industry problems:

I developed a comprehensive brand and digital strategy that positioned ShopController as an industry transformer:

Persona-Focused Approach: Rather than demographic targeting, I created tailored experiences for three key user types:
- Shop Owners/Operations requiring strategic business intelligence
- Service Writers/Managers handling customer interactions and job intake
- Technicians needing simplified interfaces for time tracking and updates
Distinctive Visual Identity:
- Created a bold yet clean design language with automotive-inspired aesthetics
- Developed a symbolic logo featuring interlocking C shapes forming an S with a lightning bolt
- Implemented a versatile color system with dark/light modes for different contexts
- Established condensed typography that balanced brand recognition with functional clarity
Strategic Brand Positioning:
- Crafted the "Power On" tagline and "superpowers for your auto shop" concept
- Positioned shop teams as heroes in their efficiency journey
- Built a narrative around conquering paperwork chaos and financial leaks
Comprehensive Design System:
- Built modular components with an 8-pixel spacing system
- Created a "website kitchen sink" with pre-designed elements
- Developed adaptive interfaces for both web and mobile applications
- Established guidelines ensuring consistent implementation

Shop Controller was able to go to market
Able to take the branding and use for subsequent brands based on my design language
Achieved enthusiastic user adoption through social media campaigns