NAPA Auto Parts

Tools of the Trade

To address the shortage of workers in the auto industry, NAPA launched the Tools of the Trade PR initiative to engage younger audiences exploring career options. My role in this campaign involved extending NAPA’s brand guidelines to craft a cohesive and visually appealing design. The cornerstone of this initiative was a content hub where NAPA could share real stories of auto workers. I designed this website from wireframe to high fidelity using Figma, ensuring a seamless user experience.

I provided the client with two design directions: one strictly aligned with existing brand assets and another with enhanced elements, such as the handwritten font and dynamic, interactive features. The client chose the latter, which also included engaging video and click-through elements. This approach maintained consistency with NAPA’s fonts, colors, and signature shapes—such as the apex and vertex—while adding a youthful energy that appealed to our target demographic.

The final design struck a balance between being unmistakably NAPA and feeling fresh and approachable for a new generation of auto workers.

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