Web Design & UX for American Omni Trading Co.

American Omni Trading Co. is a tire powerhouse. With 11 in-house brands serving nearly every transportation category, they leverage their collective expertise and global connections to develop and market products for other tire brands.

AOT was in the midst of a branding “refresh” when I was brought onboard to redesign their website. They had already created a series of print ads and wanted the design to match those. Always up for a challenge, I took graphic elements from the ads and turned them into navigational buttons.

The result is a seamless design experience whether you’re on the website or reading an ad, it’s unmistakably American Omni.

AOT’s Product Solutions pages (aka their in-house brands) to have a unified design and functionality, but also be reflective of the individual brands. Additionally, the original design forced a user to browse the in-house brands through a single dropdown in the main navigation menu with no way to quickly jump from brand to brand. However, they didn’t want (and would be bad practice to include) another menu at the top of the page or to bury it at the bottom.

I solved these problems by creating a single template each of the 11 brands could customize for imagery, products, and additional documentation. Above the fold of each page is a hero image for the current brand with a menu of additional brands below.

While very visual, the site was also designed with ADA in mind so the graphic solutions do not pose a barrier to the information most important to the people browsing the site.

The original print ad the website was designed to resemble.