From a conventional product and service catalogue to an expressive digital showcase for premium automotive tuning. The existing website was redesigned around bold photography, full-screen storytelling, and custom technical illustrations.
Role
Lead Web Designer
Scope
Research, UX, UI, Visual Direction, UI Kit
Visit the website:
https://rng-t.ru
Year / Market / Stage
2025 / Russia / MVP
[NDA] Tuning Brand
The concept was built around the visual value of the product itself: the vehicles, components, and completed tuning projects. Instead of small images and dense information blocks, the new design uses large-scale photography, expressive compositions, and a sequential full-screen presentation.
The dark background creates depth and supports the brand’s premium positioning. Light typography establishes a clear hierarchy, while red accents highlight navigation, active states, and primary actions. The distinctive button shape references speedometers and wheels, reinforced by circular text and an arrow placed inside the control.
The dark background creates depth and supports the brand’s premium positioning. Light typography establishes a clear hierarchy, while red accents highlight navigation, active states, and primary actions. The distinctive button shape references speedometers and wheels, reinforced by circular text and an arrow placed inside the control.
Visual Direction
A digital showroom for a premium automotive brand
The previous website’s visual presentation did not reflect the quality or price point of the product. Images were displayed at a small scale, some materials became lost within a dense layout, and the interface did not convey the character of a premium automotive brand.
At the same time, the website performed effectively as both a commercial and SEO tool, with a large number of landing pages, products, services, and indexed URLs. The goal was therefore not to rebuild the entire architecture, but to update the visual system while preserving as much of the existing structure and URL framework as possible.
The redesigned website needed to be:
At the same time, the website performed effectively as both a commercial and SEO tool, with a large number of landing pages, products, services, and indexed URLs. The goal was therefore not to rebuild the entire architecture, but to update the visual system while preserving as much of the existing structure and URL framework as possible.
The redesigned website needed to be:
- more expressive and emotionally engaging;
- technological without feeling overloaded;
- focused on large-scale visual content;
- clear when navigating a complex catalogue;
- consistent across desktop and mobile devices;
- flexible enough for products and projects with different amounts of content.
Task
Updating the visual identity while preserving the website’s established structure
The research focused on the visual language of the international premium automotive market: the use of photography, page rhythm, the relationship between typography and imagery, and approaches to presenting technical details.
We decided to move away from aggressive sales messaging, overloaded promotional sections, and visual pressure. Instead, trust would be built through the quality of the presentation, the scale of the imagery, detailed product demonstrations, and strong completed projects.
An audit of the existing website was conducted in parallel and revealed several key issues:
We decided to move away from aggressive sales messaging, overloaded promotional sections, and visual pressure. Instead, trust would be built through the quality of the presentation, the scale of the imagery, detailed product demonstrations, and strong completed projects.
An audit of the existing website was conducted in parallel and revealed several key issues:
- imagery was not being used as the primary carrier of value;
- products and projects appeared too visually similar;
- technical information felt disconnected from the wider design language;
- SEO copy was difficult to read because of the dense layout;
- the mobile version did not retain the emotional impact of the desktop experience;
- the catalogue’s complex structure required clearer navigation.
Research and Audit
How premium automotive brands build trust
The website contains an extensive catalogue of components and tuning categories. Users can search for products in two main ways:
The catalogue includes body kits, forged wheels, braking and exhaust systems, bumpers, diffusers, bonnets, side skirts, splitters, spoilers, and other components.
The main navigation challenge was to preserve access to the entire range without turning the menu into a long, unstructured list. Categories were divided into progressive levels, while navigation between vehicle brands and component types became part of one consistent system.
Core journey: Vehicle brand → Tuning category → Product → Detailed information → Consultation or order
Users can also begin with a product category and then select a compatible vehicle brand or model.
- by vehicle brand;
- by component type or tuning category.
The catalogue includes body kits, forged wheels, braking and exhaust systems, bumpers, diffusers, bonnets, side skirts, splitters, spoilers, and other components.
The main navigation challenge was to preserve access to the entire range without turning the menu into a long, unstructured list. Categories were divided into progressive levels, while navigation between vehicle brands and component types became part of one consistent system.
Core journey: Vehicle brand → Tuning category → Product → Detailed information → Consultation or order
Users can also begin with a product category and then select a compatible vehicle brand or model.
Catalogue and Navigation
A complex product system without the feeling of overload
On desktop, large horizontal compositions allow each vehicle to be shown within its environment and create the feeling of a digital showroom. Photography, copy, and technical details are combined into self-contained full-screen sections.
On mobile devices, this logic is transformed into a sequential vertical narrative. Images, specifications, descriptions, and primary actions appear in a clear order without losing their visual scale.
Particular attention was given to mobile catalogue navigation. A large number of brands and categories needed to remain accessible without overcrowding a single screen. The menu was therefore divided into a series of progressive selection levels.
On mobile devices, this logic is transformed into a sequential vertical narrative. Images, specifications, descriptions, and primary actions appear in a clear order without losing their visual scale.
Particular attention was given to mobile catalogue navigation. A large number of brands and categories needed to remain accessible without overcrowding a single screen. The menu was therefore divided into a series of progressive selection levels.
Full-Screen Experience and Responsiveness
Preserving emotional impact across devices
In addition to the main interface screens, a series of supporting graphic materials was created for the website, including technical diagrams, maps, component illustrations, and equipment visualisations.
These materials needed to share a consistent style so that they would not feel like unrelated images collected from different sources.
The graphic language is based on a dark palette, fine lines, modular compositions, and red accents. These elements reinforce the brand’s precision, technological character, and engineering expertise. Technical information becomes an extension of the website’s visual system rather than a separate utilitarian layer.
These materials needed to share a consistent style so that they would not feel like unrelated images collected from different sources.
The graphic language is based on a dark palette, fine lines, modular compositions, and red accents. These elements reinforce the brand’s precision, technological character, and engineering expertise. Technical information becomes an extension of the website’s visual system rather than a separate utilitarian layer.
Technical Graphics
Engineering information as part of the visual identity
The international premium automotive tuning website received a new visual system that better reflects the quality and value of its products.
The redesign preserved the existing catalogue and landing-page structure while making the experience clearer and more visually consistent. Large-scale photography became the primary expression of the brand, technical graphics were integrated into one coherent system, and the complex navigation across vehicle brands and component categories became more structured.
The website continues to function as a catalogue of products and services, but is now perceived more broadly as a digital showroom where the product range, services, and completed projects form one cohesive premium experience.
The redesign preserved the existing catalogue and landing-page structure while making the experience clearer and more visually consistent. Large-scale photography became the primary expression of the brand, technical graphics were integrated into one coherent system, and the complex navigation across vehicle brands and component categories became more structured.
The website continues to function as a catalogue of products and services, but is now perceived more broadly as a digital showroom where the product range, services, and completed projects form one cohesive premium experience.
Result
Result
NDA* This case study uses the placeholder name [NDA] Date. Some product details and visual elements have been adapted for public presentation.
