The Alfaholics name is world-renowned and well respected, but their brand wasn’t a true reflection of the quality, expertise and all-out obsession that goes into their products. Our plan was to take a more considered and refined approach, bolstered by beautiful media to enrich the customer experience.

The generations of respect and love for Alfa Romeos in the family’s DNA had to be tangible in every touchpoint. So their website needed to work harder to help organise and better present the breadth of their parts offering. We strategically reorganised this side of the business to represent their premium parts, while communicating the relationship between the GTA-R hero cars and their parts development.

The legend of these cars is born from their association with romanticism; these vehicles represent so much more than ‘just cars’ to their fans and their racers. Informed by Alfa Romeo’s own history, several brand elements were inspired by the fan-favourite 1960’s era. Type choices were made by studying racing posters of the time, while colours were picked from the most iconic colourways; including, of course, the rich red.

The tone of voice prioritises inspiration and a respect for engineering; communicating both the practicalities and the aspirational nature of the brand. The new art direction also mirrors this combination of practicality with storytelling, while heroing the product ranges by utilising more video footage and variety in both shot and presentation style. We also introduced a strict badging system to signpost which parts are premium.

The IA and web design needed to act as a navigable reference library, a beautiful catalogue and an efficient shop. Our approach was to balance showing detailed information about the extensive parts library with the storytelling elements of the brand; communicating the value the parts add to your experience as a driver. We untangled the existing IA web to create a streamlined differentiation between parts by model and parts by category, refining the e-comm journey.

As a highly aspirational brand, many Alfaholics fans will never purchase parts, let alone an entire build (but hopefully a t-shirt). The social media strategy combines art direction with considered, social-first brand assets to elevate above just nice images. We implemented light-touch layering and keylines from the brand to reinforce our story and keep that fan audience, as well as the lucky Alfaholics owners, engaged.