Case study
Lion Cars — brand and digital system for a car import business
For Lion Cars we built a brand and digital system: from a recognisable identity and brand materials to a new website, admin and CRM that are being prepared for launch.
- Client
- Lion Cars
- Industry
- Car imports from the US
- Year
- 2026
01About the client
About the client
Lion Cars imports cars to Armenia from US auctions: Copart, IAAI, Manheim and ADESA. The company guides each client through the whole journey, from choosing the car and bidding at auction to ocean shipping to Poti, customs clearance and handover in Armenia.
For the client this is a long, multi-stage process with several payments, many statuses and weeks of waiting. As the business grew, the journey had to become clear for clients and manageable for the team.
02The challenge
What needed solving
Lion Cars did not need a standalone website or logo. It needed one system that supports the whole business process:
- A trusted, consistent brand that looks the same on the website, in the office, in documents and on social media.
- A complex service explained simply: how a car is bought at auction, which stages it goes through and what makes up the price.
- Enquiries in one place, so no request gets lost between channels.
- Fast offers in a single format that the client opens from a link.
- Simple calculations of the full import cost, transparent and repeatable.
- Visibility of every import: the status of each car from auction to handover.
- A coordinated team: managers, finance and logistics, each in their own role.
From problem to system
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Starting point
A complex service with many stages: requests, offers, calculations, payments and the status of every car.
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The solution
A website with an import-cost calculator and an Admin/CRM that work on the same data — from the first request to handover.
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What changes
One structured path from request to handover, and one place where the team sees every request and every import.
03Approach
How we built the system
We approached the work as one system rather than a set of separate services: the brand, the website, the calculations and internal management share the same data and speak the same language.
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Study of the business and the customer journey
We mapped the whole process, from the first request to handing over the car, and defined the statuses and owners of every stage.
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Brand identity
We shaped the recognisable Lion Cars look: the lion mark, the red accent and a clean, trustworthy visual language.
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Website and sales path
A trilingual website where visitors understand the service, choose a car, calculate the cost and leave a request.
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Calculations and offers
An import calculator and an offer system built on shared rates that are managed in the admin.
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CRM and internal management
Requests, clients, deals, payments, logistics and tasks in one environment with role-based access.
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Office, print and social media
We applied the brand system to the office and exterior design, print materials and social media visuals.
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Continuous development
We keep developing the website, admin and CRM in stages as the business takes on new tasks.
04Work
What we created
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Brand identity and applied materials
The lion mark, a red, white and graphite palette, typography and usage rules, plus brand materials for everyday work.
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Website and digital customer journey
A trilingual website with a filterable car catalog, an import calculator, offers shared by link and a clear explanation of the process, built on an SEO foundation with a responsive layout.
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Admin and CRM system
Requests, clients, offers, deals, vehicles, payments, logistics, tasks and auction reminders with role-based access, plus management of the website and the calculator.
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Office and print applications
Office and exterior design, business cards, a contract folder and other print materials in the same brand system.
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Social media visual materials
Design of social media posts and content support in the same brand language.
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Continuous technical development
Ongoing development and support of the website, admin and CRM as the business takes on new tasks.
05Process
The customer journey in one system
Every step has its own status in the system, so the team and the client always know where the car is.
- Request from the website, the calculator or a message, straight into the CRM
- Consultation a manager gets in touch and clarifies the need
- Car selection catalog, filters and a personal shortlist
- Offer a calculated offer, shared by link
- Auction maximum bid and reminders before bidding
- Purchase contract and staged payments
- Shipping US port → Poti → Armenia
- Customs customs clearance in Armenia
- Handover the car is handed over to the client
06Management system
The management system
The internal environment is shown at the level of capabilities, without internal or personal data.
Everything connects to: Admin / CRM
- New requests from every channel, converted into clients
- Clients full history, documents and communication
- Offers calculation, recalculation and sharing by link
- Deals contract, auction result, payments
- Vehicles catalog, categories and statuses
- Payments three stages: car, shipping, customs
- Logistics progress from auction to handover
- Tasks coordinating the team's work
- Auction reminders 24 hours, 3 hours, 1 hour and 15 minutes before
- Staff roles 6 roles by area of responsibility
- Calculator settings rates with change history
- Website management pages, translations, media and SEO from the admin
07The result
What changed
Lion Cars has a consistent brand and a new digital system that is being prepared for launch:
- A consistent brand presence on the website, in the office, in print and on social media.
- A clearer service: stages and costs in plain language.
- A structured customer journey, from request to handover.
- A central management environment for the team.
- A scalable foundation for further development.
We will add measurable results after launch, using confirmed data only.
Continuous development
We continue to develop the new website, admin and CRM. The system is built in stages: in October 2026 the launch-readiness stage was completed.
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