KfzPortal24 Branding and Design Language

Today, I want to go into the decisions and branding concepts behind my latest project, KfzPortal24. After many rebuilds and listening to and learning from our customers, we just launched a rebuild that completely revamped our retention and conversion.

First, we rebuilt the color scheme. From initially only working with a single primary color (blue), we added our first secondary color (orange), and started using those as a highlight to pull users attention to where it should be. Using the secondary color as a strong contrast helped us, shape our UX way closer to where we wanted to be.

Secondly we extended the fonts and found two fonts that really highlighted our key values. Professionalism and trust. When it comes to cars and legal paperwork, trust is essential and thus choosing the right font and calm colors is essential to any brand.

While the competition focusses on flashy signs, and are attracting customers easily, we managed to increase our brand awareness and retention by focussing on strong content and long lasting value rather than the quick one-time sale. This is a longterm strategy, that will help us grow faster and longer than the quick-win competition.

By adding lots of content to our footer, we managed to increase trust directly through awareness and transparency. By adding company data like job offers (https://www.kfzportal24.de/unternehmen/stellen), we considerably increased the average customer time on website, and thus linearly increased brand recognition after 7 days. The footer above is the updated version of our first footer. The old footer had all the relevant information, and while we called it "clean", the customer called it "non-professional".

Along the journey of redeveloping our site, we learned a lot about the difference between minimalism, clean design and professional, trusting UI and UX. Our brand and branding has developed considerably over time and will continue to develop.

Feel free to chat us up at team@kfzportal24.de or visit us at www.kfzportal24.de any time. See you there. Mats