TBC Corp., one of the largest marketers for tires, wanted to launch an online retail store where tire shoppers could research and purchase tires and have them installed locally at one of TBC’s many sub-branded locations. One of the biggest lifts in launching this brand and standing up the website. The website required a deep catalog of content to fulfill a minimum threshold to satisfy the “Knowledge Center” offering—designed to provide a thorough tire education to shoppers. After developing the brand voice, I led a team of writers, including myself, through creation and editing of 100+ articles that would be housed on the the site. We created a deep and powerfully sticky SEO driven linking strategy, applied instructional design standards, and developed visualization templates that would help make the often complex concepts and teachings easier to understand. These are some early site design and UX explorations. The Knowledge Center is alive and educating shoppers daily at TireAmerica dot com.