Brand Specialist · Outdoor Network · 2012
Two brands, one ecosystem — built for the riders who depend on it
Branding
The Zilla Family Brand System
Two distinct identities — Partzilla and Ridezilla — built as a coherent family. Same roots, different register: utility-first for parts, experience-led for the dealership.
Branding
The Zilla Family Brand System
Two distinct identities — Partzilla and Ridezilla — built as a coherent family. Same roots, different register: utility-first for parts, experience-led for the dealership.
Website
Partzilla.com Redesign
A full site redesign that brought clarity to a catalogue of millions of OEM parts — cleaner hierarchy, smarter navigation, and a visual language built for the efficiency-focused powersports buyer.
Website
Parts Discovery & Navigation
With an inventory spanning dozens of makes, models, and years, the original navigation was something users had to fight. The redesign made the catalogue feel instantly searchable.
Promotions
Brand Placement
Promotional design that felt native to the powersports world — built to work across digital advertising, email, and on-site banners without losing the brand's rugged, direct personality.
A culture as much as a market
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 — or it wouldn't land at all.
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 genuinely excellent. Brand credibility means nothing if users can't find the part.
One system, two distinct voices
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: bold, purposeful, and unambiguous. Ridezilla is the dealership face: same roots, slightly more experience-led register.
Alongside the brand work, I redesigned the full Partzilla site — rebuilding the hierarchy and navigation from the ground up to make a genuinely massive inventory feel immediately searchable and navigable for users who arrive knowing exactly what they need.
- Full brand identity for Partzilla — logo, color, type, tone of voice, and guidelines
- Ridezilla identity designed within the same brand architecture — different register, same family
- Complete website redesign — information architecture, UI, and front-end development
- Promotional and campaign creative across digital, email, and on-site placements
- Brand guidelines covering digital, print, and advertising for both platforms
A 9-million-order business with a brand to match
The Partzilla brand gave a high-volume, category-defining platform a visual identity that finally matched its market position. The redesigned site made a genuinely massive inventory feel navigable — built for users who arrive knowing exactly 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.
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