Parts Unlimited

In 2018, Parts Unlimited approached Jointley with a vision to modernize and expand its presence. Known for its comprehensive catalog of automotive parts and accessories sold exclusively to dealerships, Parts Unlimited saw an opportunity to expand into a broader online market. The challenge was not only to create a seamless, consumer-friendly e-commerce platform but to lay the groundwork for a scalable, unified design system that could support future brands under its umbrella, like Drag Specialties.

Parts Unlimited’s existing catalog-only approach lacked the accessibility and reach needed to compete in the digital marketplace. Transitioning from traditional catalog sales to an online platform required a cohesive brand identity, a user-friendly design, and an efficient system that would allow Parts Unlimited to scale and manage future brand initiatives. Additionally, we needed to streamline engineering efforts, creating a solution that would serve both Parts Unlimited and Drag Specialties without duplicating work.

Our goal was to transform Parts Unlimited into a powerful, recognizable online presence that could thrive in the competitive e-commerce landscape. We aimed to establish a solid design foundation that would modernize their brand, make it more approachable to a broader audience, and ensure a consistent and scalable experience across their different brand initiatives. Efficiency and adaptability were key, as we wanted the design system to seamlessly support Drag Specialties with minimal additional engineering time.

We started by developing a comprehensive design system tailored to Parts Unlimited’s core brand, focusing on a clean, user-friendly interface that would translate well online. By creating reusable components and consistent visual elements, we provided a flexible system that could scale effortlessly to Drag Specialties. This modular approach allowed us to rapidly develop a unified look and feel, saving engineering resources and ensuring brand cohesion across platforms. Jointley’s team collaborated closely with Parts Unlimited throughout, ensuring that every aspect of the design aligned with their evolving vision for the future.

The impact was transformative. Parts Unlimited successfully transitioned from a catalog-only business to an e-commerce leader in its space, offering an accessible, engaging, and cohesive online experience that attracted a new wave of customers. The adaptable design system reduced the engineering time required to launch Drag Specialties, enabling Parts Unlimited to expand without disruption. Today, Parts Unlimited stands as a versatile, modernized brand, with a digital presence that is as robust as the quality of the products they offer.