Overview

Refinery Autohaus transforms vintage Land Rover Defenders into luxurious custom builds. Their tagline says it all: "Iconic style. Vintage Soul. Modern Technology."

Each vehicle that arrives at their Charlotte, NC shop is treated as a piece of history — approached with the precision of a jeweler, the passion of an artist, and the reverence of a historian. They offer full service restoration, BYOV (Bring Your Own Vehicle) customization, and their experimental ShedWorks division for boundary-pushing builds.

They needed a digital presence that matched the craftsmanship of their work. The website had to communicate heritage, luxury, and meticulous attention to detail while showcasing their model range (Defender 90, 110, Soft Top, Beach Truck, Double Cab) and extensive customization options.

Masterly delivered complete brand identity, website design, Webflow development, and marketing collateral that positioned Refinery Autohaus as a premium destination for automotive connoisseurs.

The Challenge

Creating a digital presence for a luxury automotive restoration brand presented unique design challenges:

Balancing Three Aesthetics

‍The website needed to elegantly balance luxury, vintage, and modern design elements. Too much of any one would misrepresent the brand — Refinery Autohaus lives at the intersection of heritage craftsmanship and contemporary technology.

Communicating Craftsmanship Digitally

‍How do you convey the precision and passion of hand-built automotive restoration through a screen? The design needed to make visitors feel the same attention to detail they'd experience walking into the shop.

Serving High-End Clientele

‍The target audience includes collectors and enthusiasts who value rare experiences. The website experience needed to feel exclusive and premium without being pretentious or inaccessible.

Brand Consistency Across Touchpoints

‍Beyond the website, Refinery Autohaus needed marketing materials that reinforced their professional image — from digital presence to physical collateral.

What Masterly Delivered

Masterly provided end-to-end design and development for Refinery Autohaus's digital presence.

Brand Guidelines

‍Masterly developed comprehensive brand guidelines to ensure cohesive identity across all touchpoints. This foundation informed every design decision — from website to posters to future marketing materials.

UX/UI Website Design

‍Masterly designed a user-friendly, visually striking website that showcases custom builds and services. The design balances dramatic imagery with clean navigation, letting the craftsmanship speak while guiding users through the experience.

Webflow No-Code Development

‍Masterly utilized Webflow's powerful no-code platform to build a highly customized and responsive website. This approach allowed for rich interactions and animations without extensive coding, ensuring quick turnaround and flexibility for future updates.

Memberstack Integration

‍Masterly integrated Memberstack to implement user profiles and password-gated pages. This enables secure, personalized experiences where customers can access exclusive content and manage their profiles — essential for high-touch client relationships.

Poster Design

‍Masterly designed a series of visually striking posters to promote services and events. Each poster was crafted to reflect the brand's luxury, vintage, and modern aesthetic, capturing the essence of custom builds while communicating key messages effectively.

Key Design Features

Model Range Showcase

‍Interactive display of all Defender variants — 90, 90 Soft Top, 110, 110 Soft Top, 110 Beach Truck, and 110 Double Cab — with pricing starting from $74,000. Each model features dedicated pages with specifications and customization options.

Powerplant Options Section

‍Detailed technical presentation of engine choices spanning diesel (300 Tdi, Td5, Cummins R2.8) and petrol (Land Rover V8, LS3 V8, LT4 Supercharged V8) with displacement, power, configuration, and torque specs.

ShedWorks Division

‍Dedicated section for their experimental division where "boundaries are pushed and conventions are challenged" — showcasing custom builds that defy categorization.

Interactive Gallery

‍Full-screen image carousels and galleries that let the craftsmanship speak for itself, with smooth transitions and navigation.

FAQ Section

‍Addresses key buyer questions: build timeline (10-12 months), warranty packages, post-purchase service, and "refreshed" build options for customers seeking faster delivery.

The Outcome

Masterly delivered a sleek, fully responsive website that effectively highlights Refinery Autohaus's custom builds and services. The cohesive branding and marketing materials significantly improved customer engagement and strengthened market presence.

The website positions Refinery Autohaus as a leader in luxury automotive customizations — a digital experience as refined as the vehicles they create.

Results

Masterly's website design and Webflow development for Refinery Autohaus delivered:

• Complete brand guidelines and visual identity
• Fully responsive Webflow website
• Memberstack user profile integration
• Password-protected exclusive content areas
• Marketing collateral and poster designs
• Cohesive brand presence across all touchpoints
• Premium user experience for high-end clientele