Zagame Automotive is one of Australia’s most iconic luxury vehicle retailers, representing brands like Ferrari, McLaren, and Aston Martin. I was tasked with redesigning their digital presence to better align with the prestige of their physical showrooms.
The Challenge
Honestly, the old site had just run out of room. Over time, it gathered so much clutter that the actual user experience was buried under layers of noise. It didn't just look dated; it felt difficult to use.
I wanted to flip that script. The redesign was all about "less is more"—giving the Zagame brand room to breathe and making the user journey feel effortless again. I focused on removing the friction points to make sure the first impression matched the premium service customers expect from the group.
Project Goals
Establishing a refined, modern UI framework that eliminates legacy bloat and prioritises visual hierarchy.
Aligning the digital presence with the prestige of the Zagame brand, ensuring the online experience mirrors the luxury of their physical showrooms.
Reducing cognitive load by streamlining user flows and removing legacy friction points.
Implementing an intuitive navigation architecture that facilitates effortless discovery and seamless transitions.
System Logic
Primary - Light Background
Button Name
Hover
Button Name
Primary - Dark Background
Button Name
Hover
Button Name
Secondary - Light Background
Button Name
Hover
Button Name
Secondary - Dark Background
Button Name
Hover
Button Name
Colour Palette
Role: Primary colour for backgrounds, copy and logo
Role: Primary colour for backgrounds, copy and the logo on dark backgrounds
Role: Hover button colour
Light Grey #D5D5D5
Role: Form field and card border colour
Large Banner Text
H1
H2
Discover Our Brands
Card Headings
Finance & Insurance
Body Copy
The Zagame Automotive Group is one of Australia’s pre-eminent automotive retail organisations for sports, luxury and performance vehicles; representing 16 prestigious automotive brands across Melbourne and Adelaide.
Discover Our Brands
Showcase
Key Takeaways
Problem Identification
The original Zagame site was a bit of a mess—way too much visual noise and very little hierarchy. The spacing was inconsistent, CTAs were non-existent or buried, and honestly, it just didn't feel like a premium automotive brand. It lacked that "showroom" polish.
The Approach
I went back to basics with some wireframing to strip away the fluff.
My main focus areas were:
Lead Generation: I made sure the key CTAs were front and centre within the first few folds. If a user is looking for a car, they shouldn't have to go on a treasure hunt to find the "Enquire" button.
Decluttered Hierarchy: I moved the heavy, info-dense sections toward the bottom. They’re still easily accessible via the nav if someone wants the nitty-gritty, but they no longer get in the way of the primary sales experience.
Showroom Aesthetics: By stripping back the visual noise, I've created a high-end digital presence that actually matches the Zagame brand.
The Outcome
Even as a concept, this redesign transforms the site from cluttered visual mess into a proper digital flagship. It’s cleaner, more organised, and far more effective at doing what it’s supposed to do: generate leads and move cars.
Current Status
Conceptual redesign proposed to elevate digital brand standards.
