Crosscut

After thousands of hours of rebranding and designing, it's time to launch! It's not perfect, but I hope it's good enough. We'll iterate towards perfect.

However, we launch into one of the strongest car markets of all time. We had 43 cars for sale April 1, but at Crosscut's launch, we have 8.

We'll still make a go of it... and WheelKinetics 301s to https://www.buycrosscut.com. 🤞

We build Wheel Kinetics's inventory and clientle off Jason, our mechanic and friend of 18 years. He passed from a heart attack at 42.

We are unsure if we're going to continue with the rebrand and/or close the business. In the months since, we decided we needed to push on and figure out a new way. We took new loans and dug deep.

Our style is Swiss design inspired. Clean, minimalist. Copy is monospaced and easy on the eyes.

Colors are green, salmon orange, and off white.

The website is built on NextJS/React/GraphQL/Apollo/TailwindUI.

Excited to launch around December.

Our brand hates nonsense. It's about efficiency and transparency. This is the Walmart of used car buying. Nordstroms buyers shop elsewhere.

Our finalists were: Tailwind, Slingshot, Ember, Lemonade, Crosscut, and Carscape. The winner was... Slingshot. But there's a (god awful) Polaris Slingshot and we felt we couldn't control our Google results with a billion dollar brand in the same industry.

We went with Crosscut -- like short cut, but without the baggage. It's sharp, exact, and literally a short cut.

Wheel Kinetics was a poor name. It's hard to pronounce, spell, remember, and most people just don't get it.

I started in 2002 as a race car wheel retailer. But the brand grew stale and poorly defined.

I contracted Jon Persson of CultMethod.com to help.