More Than Just Wheels—A Tradition in Motion
RaceTrac Wheels is more than a tire and rim shop—it’s a destination for car enthusiasts who see their vehicles as an extension of themselves. Born from a passion for performance and style, the business first made its mark in Trinidad, helping drivers find the perfect balance between aesthetics and functionality. With a reputation built on trust, expertise, and high-quality service, RaceTrac Wheels quickly became the go-to spot for custom upgrades and everyday maintenance.
As they expanded into the U.S. market, specifically Clermont, Florida, RaceTrac Wheels wanted to bring that same level of dedication to a new community of car lovers. Their team understood that beyond just offering top-tier products, their brand needed to feel as powerful and reliable as the vehicles they helped enhance. They weren’t just opening a new location—they were making a statement. But to do that, they needed a digital presence that matched their vision.
Shifting Gears: The Drive for a Bold Brand
Anderson Mahaber, the owner of RaceTrac Wheels, knew that entering a new market required more than just opening shop doors—it required a powerful, cohesive brand presence. He envisioned a bold, high-impact website that could serve as a digital storefront, showcasing RaceTrac Wheels' extensive inventory while setting them apart from local competitors. More than that, he needed a platform that could evolve over time, supporting future marketing campaigns and a membership program for loyal customers.
However, Anderson had been burned before. Previous experiences with designers had left him skeptical, with missed expectations and lackluster results. He wasn’t just looking for another agency—he was searching for a long-term partner who understood his vision and could execute it flawlessly. That’s where we came in.
Built for Speed: Designing a High-Performance Brand
Our journey with RaceTrac Wheels began with discovery—a deep dive into their goals, customer base, and industry landscape. We explored what made their audience tick, what competitors were offering, and how we could craft a brand experience that felt both professional and edgy. Through extensive research and user persona development, we shaped a design strategy that would resonate with the performance-driven culture of their customers.
BUILDING A BRAND
With clear insights in hand, we developed three distinct stylescapes—visual representations of potential brand directions. These stylescapes served as a creative roadmap, giving Anderson the opportunity to fine-tune the brand’s identity. Once a direction was locked in, we mapped out the site structure, workflow, and user experience. Every element was carefully considered: how customers would browse inventory, how they would engage with the brand, and ultimately, how they would take action.
"Fast, reliable, and tailored for performance."
MORE THAN A WEBSITE
From there, we moved into wireframing and prototyping. Using Figma, we built an interactive prototype, allowing Anderson to preview the site in action before a single line of code was written. This step was critical—it gave him the ability to provide real-time feedback, ensuring that every element felt authentic and intentional. Once the prototype was approved, we brought the vision to life in Webflow, focusing on a seamless, high-performance experience that matched the quality of RaceTrac Wheels' products.
More Than a Website—A Digital Powerhouse
The final product was more than a website—it was a digital experience that reflected the power, precision, and passion of RaceTrac Wheels. The site was designed to do more than just look good; it functioned as a central hub where customers could explore an extensive inventory, learn about services, and easily connect with the team. A balance of sleek professionalism and high-energy design made the brand feel both approachable and premium.
Beyond the website, we crafted a light brand identity package and collateral to unify RaceTrac Wheels’ visual presence. Every touchpoint, from their digital ads to their physical branding, reinforced the same core message: this isn’t just a shop—it’s a movement. The foundation was set for future campaigns, allowing RaceTrac Wheels to scale their marketing efforts seamlessly as they grew.
Built for Speed: Designing a High-Performance Brand
For RaceTrac Wheels, the results were immediate. The new brand identity gave them instant credibility in the Clermont market, helping them establish connections with car enthusiasts and local customers alike. The website became more than just an online brochure—it became a powerful sales tool, making it easy for customers to browse inventory and engage with the brand.
With their strong digital foundation in place, RaceTrac Wheels was able to focus on growth. They began planning car meet-up events to further engage their community, and their future membership program now had a dedicated space to launch when the time was right. Most importantly, Anderson finally had a partner he could trust—an agency that not only delivered results but stood by his side for the long haul.
RaceTrac Wheels isn’t just thriving in their new location—they’re dominating. And for us? That’s exactly the kind of success we build for every client we partner with.
