Partzilla.com is one of the largest OEM powersports parts dealers in the United States — a high-volume eCommerce operation that has shipped over 9 million orders worldwide across Partzilla.com and its sister platform Boats.net. The business had the scale. What it needed was a brand and a digital experience to match it.
I was brought in as Brand Specialist after working across multiple brands within the Outdoor Network portfolio. The brief was to build a new identity for their OEM parts network — one that could carry the weight of that scale while connecting authentically with the riders and enthusiasts who depend on it.
Powersports is a culture as much as a market. The people buying OEM replacement parts aren't passive consumers — they're 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 and models. With an inventory of that scale, the information architecture and navigation had to be genuinely excellent, or the brand credibility wouldn't matter. Users couldn't find the part, the experience fails.
- 9M+ Orders Shipped Worldwide
- #1 One of the Largest OEM Powersports Dealers in the US
- Outdoor Network Company
- Brand Specialist Role
- 2012 Year
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. The visual identity needed to reflect its scale while resonating with the rugged, outdoors-focused riders who depend on it. Bold, purposeful, and unambiguous: a brand that felt native to the powersports world rather than imposed on it.
Ridezilla is the dealership brand — the flagship retail face of the same business. Where Partzilla is about utility and depth of inventory, Ridezilla needed to carry a slightly more premium, experience-led tone. Same roots, different register. I developed the Ridezilla identity to sit clearly within the Zilla family while standing on its own as a credible dealership brand.
- Full brand identity and visual systems for both Partzilla and Ridezilla
- Shared brand architecture ensuring visual coherence across the Zilla family
- Tone of voice differentiated by context — utility-first for Partzilla, experience-led for Ridezilla
- Brand guidelines covering digital, print, and advertising applications for both
The existing site had an inventory problem disguised as a design problem. With millions of parts across countless makes, models, and years, the navigation had grown into something users had to fight rather than use. I redesigned the full site structure and UI — building a clearer hierarchy, more intuitive search pathways, and a visual language that let the products do the talking without burying them in noise.
- Full website redesign — structure, hierarchy, and visual design
- Information architecture for high-SKU OEM parts catalogue
- UI designed for the practical, efficiency-focused powersports buyer
- Front-end development across the redesigned site
