Two brands, built for the riders who depend on it

Powersports isn't a passive category. The people buying OEM replacement parts are riders, mechanics, and enthusiasts who know exactly what they need and have zero patience for a digital experience that wastes their time. The brand had to feel native to that world; rugged, direct, and credible.

At the same time, Partzilla's core function is pure utility: a vast, searchable catalogue of OEM parts across dozens of makes, models, and years. With an inventory of that scale, the information architecture had to be excellent.

I built both brands from the ground up as a coherent family, Distinct enough to serve different functions, connected enough to feel like a unified ecosystem. Partzilla is the parts platform, the engine of the business. Ridezilla is the dealership face: same roots, bold & purposeful.

Alongside the brand work, I redesigned the full Partzilla site. Rebuilding the hierarchy and navigation from the ground up to make a massive inventory feel immediately searchable and easy to navigate.

The Partzilla brand gave a high-volume, category-defining platform a visual identity that finally matched its market position. The redesigned site made a massive inventory feel easier to navigate, built for users who know what they need and expect to find it fast.

Ridezilla launched as a credible companion brand within the same ecosystem, extending the Outdoor Network's reach into the dealership space. Partzilla and Boats.net have continued to operate as two of the most prominent OEM parts platforms in the US powersports and marine markets. A foundation built in part on the brand system and digital experience established in 2012.