Parts Unlimited & Drag Specialities

Parts Unlimited is the world’s largest distributor of aftermarket accessories in the powersports industry and is owned by LeMans Corporation headquartered in Janesville, Wisconsin. Parts Unlimited sells to over 12,000 dealerships worldwide and continues to expand its market penetration with its sister companies, Parts Canada, Parts Europe and Drag Specialties.


UX/UI Design
Visual Design


Jan Baudewig
Nick Olejniczak
Cory Ring
Vidal Quevedo

Jointley recognized that Dealers are a critical piece of Parts Unlimited’s & Drag Specialities’s eCommerce plans, and the final designed product needed to keep the local dealer in mind for future and existing customers.


In order to maximize assets across both brands, Jointley built a design system using shared components that relied on similar but different experiences. Colors were kept inline with tradition, but enhanced to feel cohesive online and look consistent when used together. Typography was culled from the same family, IBM Plex, but different faces were utilized to create unique atmospheres for each brand while maintaining the consistent IBM Plex Monotoype for all part numbers for readabilty. And pulling it all together is the same underlying site grid that's used as the base for both sites. Allowing the development team to build one platform for the entire brand family.


In the end, Jointley delivered a unique design system built on top of a Kotlin platform that helped Parts Unlimited distribute a dealer first experience to its customers while still maintaining the leading edge in parts distribution in the marketplace.


Copyright © 2020 Jointley LLC  / All creative work done by Jaythan Elam unless otherwise stated.