Kat Stovall - JMS Customs

Overview

About JMS Customs

JMS Customs is a motorcycle garage located in Fayetteville, Arkansas which specializes in vintage motorcycles -- namely Japanese bikes from the ‘60s and ’70s. Its founder was a young man before these motorcycles were considered vintage, and they’ve held a place in his heart ever since. His garage offers custom motorcycle builds, vintage motorcycle restoration, parts fabrication, and service & repair.

The Problem

Owner and founder, Jan, was retiring from his day job and devoting himself fully to the garage. Although a number of JMS Customs’ builds had received international acclaim through publications and social media, the garage didn’t have an identity or a website.

The Solution

JMS Customs needed an identity to distinguish itself as a garage. It also needed a website to provide information about the garage, legitimize it, list its services, showcase its portfolio, and provide a clear means of communication for users.

Identity

The identity was inspired by the garage’s retrofuturistic builds -- particularly its debut build, and probably the most iconic, ‘Purple Haze’ -- as well as vintage motorcycle manuals and ads. More specifically, it drew influence from the manuals for Japanese motorcycles of the ‘60s and ’70s -- JMS’s specialty -- which were printed in greyscale and featured block letters, illustrated diagrams, background-less photos of motorcycle profiles, and table diagrams with thin borders.

Website

Business Needs

JMS Customs was seeking to:

- legitimize itself as a custom motorcycle garage.

- stand out from the competition.

- showcase its work.

- answer frequently asked questions.

- funnel communication through email rather than DMs.

User Needs

Based on JMS Customs’ direct messages, three distinct user personas were apparent:

Custom Motorcycle Enthusiasts & Builders

Most users will likely be motorcycle enthusiasts and builders who have seen one of JMS’s motorcycles on social media or in a publication and would like to learn more. These users need:

- access to high-resolution photos.

- information about each build, including specifications and a background story.

- a portfolio of JMS’ work.

- information about JMS Customs.

Prospective Clients

Some users will visit the site because they want to work with JMS Customs. These users need:

- information about JMS Customs, such as what the garage does and its locale.

- a list of available services.

- to see JMS Customs’ portfolio of work.

- a means of contact.

Motorcycle Showcase Curators & Writers

JMS Customs often receives inquiries from custom motorcycle publications regarding their builds for write-ups. These users need: