AAA Mountain
West Group
Website Brand Redesign
CLIENT
AAA
ROLE
ACD - Design Lead
AGENCY
metajive
Steering the Future of a Global Automotive Leader
Few heritage brands carry the legacy and multigenerational trust associated with AAA. For decades, the name has stood for reliability and peace of mind, forming deep emotional connections with members nationwide. With a network serving more than 61 million people, its role in everyday American life is significant. The Western Mountain Group partnered with us to modernize its digital presence and drive measurable growth in membership acquisition.
A New Chapter for an Enduring Brand
The AAA Western Mountain Group recognized it was time to modernize its digital experience. The existing site felt dated and was seeing high bounce rates, even among current members. Confusing navigation and an outdated visual approach created friction and weakened engagement. The organization needed a clearer structure, improved usability, and a stronger emphasis on its full range of services and products to better connect with its audience.
Leaning into a new customer segment
Our team set out to sharpen and reinvigorate the brand while uncovering the friction points causing drop-off along the customer journey. We looked to highlight the organization’s more adventurous spirit, presenting the full breadth of its offerings in a way that felt clear and compelling. This required defining a flexible design system and modular framework that aligned with business goals and articulated a confident vision for the brand’s future.
Higher conversion while scaling an audience
By overhauling the Western Mountain Group’s brand expression and design system, we delivered more than a modern, intuitive website. The transformation introduced a high-performing digital platform that drove measurable gains in transactions and conversions while elevating the overall user experience. The refreshed identity resonated with a younger audience and improved clarity for members across demographics. With a sharper focus on products and stronger audience connection, the brand entered a new phase of sustained growth and expanded opportunity.
Let's make
something special
Heidenreich