Amity Autoparts

Completing the family

Our work with IMA began by bringing clarity to a growing and increasingly international business – creating a simple, futureproofed brand architecture that could accommodate different product brands, markets and opportunities without becoming unnecessarily complicated.

Shipman was the first of those established brands to be refreshed within the new system. Amity completed the picture.

Rather than making each business look the same, the architecture establishes enough shared DNA to make the relationship between them feel natural. Common principles, structural cues and details connect Amity, Shipman and IMA, while giving each brand enough freedom to reflect its own audiences, products and personality.
The result is a family of three distinct brands that sit neatly alongside one another – individually recognisable, but stronger together.

Refreshing, not reinventing

Amity already had recognition within the automotive aftermarket, so our job wasn’t to throw everything away. It was to identify what was worth keeping, sharpen what wasn’t working hard enough and build a more coherent expression around it.

We refined the identity and expanded the wider visual language to give Amity more confidence and consistency across its communications. Typography, colour, graphic treatments, imagery and messaging were brought together into a simple system designed to perform just as effectively on a product page as it does across packaging, sales materials or larger brand communications.

The refreshed expression feels unmistakably Amity, just more considered, contemporary and capable of keeping pace with the business behind it.

Putting product first

Amity deals in parts that are functional by definition. Bearings, components and engineered pieces of metal aren’t naturally dramatic, but we recognised an opportunity for Amity’s photography to work harder.

We shot product in a studio – treating them with the same level of care you might expect from a piece of industrial design. Controlled lighting, deep shadow, strong composition and close-up detail turned everyday components into something more sculptural.

Our aim was to reveal what goes into every product – precision, engineering, material, form – and give it the visual weight it deserves. The result is a distinctive image style that turns lumps of metal into pieces of art, adding drama and desirability while keeping the product firmly at the centre of the brand.

Built for digital

The new website gave us the opportunity to put the refreshed brand to work in its most important digital environment.

We reconsidered the site’s structure, content and user journeys before designing and developing a new experience around the needs of Amity’s customers. Product categories are placed front and centre, technical information is easier to navigate and the relationship between Amity and the wider IMA Group is made clear without getting in the way.

The result is a faster, clearer and more expressive digital presence that brings together brand and product – giving Amity a platform that works for the business today while leaving plenty of room for what comes next.