AMT x Redline
During AMT Auto’s website redesign, things got interesting when the company acquired Redline Specialist Cars—a luxury performance brand with a very different look and feel. While we were already deep into building a unified, service-oriented platform for AMT, we now had to figure out how to bring Redline into the fold without diluting what made either brand special. Redline had a distinct identity: bold visuals, high-contrast styling, and a premium, minimalist tone that conveyed exclusivity. AMT, on the other hand, leaned more inclusive and approachable—designed for clarity, trust, and ease of service. I was tasked with adapting the design system we’d already been working on to accommodate this new, aspirational layer. Rather than creating something separate, I saw an opportunity to build on the foundation we had. I started by auditing Redline’s current digital presence—looking closely at what gave it that high-end feel: dramatic imagery, spacious layouts, refined typography. From there, I developed variations of our core components that could flex to meet Redline’s needs—things like introducing more white space, using bolder contrasts, and incorporating motion to add a sense of finesse and performance. The trick was knowing what to keep and what to evolve. We retained the underlying layout structure, navigation logic, and shared components to maintain consistency and scalability. But visually and tonally, Redline’s pages felt elevated—more polished, more premium—without ever feeling like a bolt-on. In the end, we achieved a seamless experience where users could move between brands without jarring shifts in interaction or usability, while still recognizing the unique personality of each. It was a great example of how a well-built design system can stretch to serve different brand expressions—something that’s already proven useful as we consider future brand integrations. This project reinforced for me how thoughtful design adaptation—not reinvention—can preserve brand equity on both sides while still pushing the experience forward.
