Making all the moving parts make sense.
Creative Direction · UX Strategy · Design Systems · Brand Experience
Toyota Wholesale Parts brought programs, tools, and resources together for a specialized audience. I helped clarify how they fit together, shaping the UX strategy, design system, and content approach. The work connected the website, educational content, and campaign communications around a shared purpose: helping people find what they need and understand what to do next.
01 / FINDING THE STRUCTURE
Building a clearer path through the parts.
Toyota Wholesale Parts had plenty to offer. The challenge was helping people find it. We audited the existing site, identified the hierarchy beneath its programs and resources, and rebuilt the experience around clearer priorities and paths through the information.
Annotated site review and UX assessment for the team brief.
From initial sketch to wireframe to interface design.
02 / BUILDING THE LANGUAGE
Getting the tools to speak the same language.
The site needed to accommodate different kinds of information while feeling like one place. Typography, color, navigation, reusable components, and custom icons established a consistent visual language across pages and programs.
03 / MAKING THE SYSTEM UNDERSTOOD
Showing how the pieces fit.
Finding a program was one step. Understanding how to use it was another. Content, tools, and animated explainers helped connect Toyota’s wholesale programs to the people using them, showing how the offerings fit together and where to begin.
04 / CREATING A VOICE
PartsLogic gave Toyota’s wholesale content a more conversational voice.
PartsLogic brought a conversational format to Toyota’s wholesale content. A distinct podcast identity and flexible episode artwork gave the series a recognizable presence while keeping it connected to the wider Toyota brand.
05 / ACROSS THE JOURNEY
One system, many points of contact.
The work extended into email, dealer materials, digital advertising, and social. Each format had a different job to do. A consistent visual approach kept the communications connected and recognizably Toyota.
NATHAN SPOOR
CREATIVE DIRECTOR
