How do you design a website for a car dealership when the brand itself already has a strong, fixed design? For the Alpine Store Dresden we developed an eight-page website – fully turnkey, on WordPress, within the brand’s visual system. Alpine’s head office in Germany approved the design on the first submission.
Alpine – more than a car
Alpine is a French sports car brand with a history that began in 1955: lightweight sports cars built for speed and handling, not for the mass market. Today Alpine is experiencing a second birth – the Renault Group has revived the brand as a standalone premium brand, with a clear identity, strong visual language and an unmistakable signature colour: electric blue. The website for the Alpine Store Dresden was commissioned by a large regional automotive group in Saxony.
The project at a glance
- Client: Alpine Store Dresden, a dealership for the Alpine brand in Saxony
- Scope: an eight-page website, fully turnkey
- Design: all eight pages in about a week, approved by Alpine’s head office on the first submission
- Technology: custom WordPress theme, editable vehicle cards, all content manageable by the client
- AI in use: image editing and videos generated from photos
- Website: alpine-dresden.de
When the style is given, the work flows
There is a central Alpine website for all of Germany. The regional website had to work within the same visual system – as part of one unified brand, not as a separate local product. Anyone landing on the dealer’s website should not feel they have ended up somewhere else entirely.
The client provided the brand’s design guidelines: colours, typography, icons, layout principles and the logic of visual hierarchy. For me this is one of the best scenarios – instead of guessing, you can work directly within a ready-made system. Good work with premium brands does not start with your own ideas, but with a deep understanding of someone else’s identity. I designed all eight pages in about a week.
First concept, first hit
First, only the homepage went to the client – it sets the tone, rhythm, imagery and first impression. The reply came quickly: “This is exactly the direction we had in mind.” I then built a clickable prototype of all eight pages, and the brand manager sent it to Alpine’s head office in Germany for final approval.
The head office took the prototype for a live website and sent technical notes: not all links worked, and the Google Maps resolution should be checked. What mattered most: there was not a single comment on the design. Alpine’s head office approved the design on the first submission.
Vehicle cards the team manages itself
The key element of the website is the cards with current offers: model, price, leasing rate and details that lead to the group’s main website. The showcase always has to reflect the current stock – so it must be easy to update without a developer. The cards are fully editable: every detail, every text, every price is changed directly in the familiar WordPress admin, including a switch between business and private customers.
A CMS that anyone can use
The website is built on our own custom WordPress theme – not a standard template or a page builder, but a flexible system tailored to the specific way the content is managed. The client has full control: any block, any text, any image can be edited independently, down to which buttons on a page are primary or secondary. No subscriptions, no dependency on a developer.
When AI solves a real problem
In this project AI was part of a real commercial solution – not as a gimmick, but as a specific tool for a specific task. The existing photo of the dealership did not work visually, and a new shoot would have meant waiting from January until summer. We solved this with AI. In addition, several videos were generated with AI from photos – atmospheric, in the brand’s look, with a sense of motion and a premium product. Produced the classic way, that would have been very expensive and slow.
Conclusion
Alpine is more to me than a beautiful portfolio project. It showed the level we work at: getting into the structure of a strong brand quickly, hitting its visual language precisely, building not just a design but a working tool – and using modern technology where it genuinely improves the result. The website is live, and the project is one of my favourites.
Do you run a car dealership, represent a premium brand or need a website that fits into an existing brand system? Get in touch. You can find more work under projects – for example the website for a construction company or the brand guidelines for Sofa Klub.
