Location: Fort Collins, CO Phone: 970.631.2536 Email:
Guerrilla Gravity: Website
Client: Guerrilla Gravity Project: Website redesign Involvement: Design through development
Guerrilla Gravity is a boutique mountain bike builder based in Denver, CO. The existing website had solid fundamentals, but was lacking the polish of strong design and great content. Their goal was to take the GG online brand to a higher level. The website is especially important because of their rider-direct model, which means that customers must order their bikes straight from Guerrilla Gravity, not through a local bike shop or store. The result is that almost all of their customers use the website at some point in their purchasing and education process.
The client wanted the new website to have a rough and textural quality to it, almost like it was a grungy poster print. To address that, we used several subtle background textures across the site, with a bold wood block typeface, and a dark grungy background. The previous site didn’t have a strong brand color. For the new site, we chose to use yellow (homage to the Colorado state flag) to create a bold aesthetic.
Functionally, the UX/UI was completely redesigned, while we changed and added several new features. The most important of which is the “bike builder” feature. This allows a customer to build a completely custom bike from dozens of options and see the bike price and weight update dynamically. It also allows a customer to “Wish List” a bike build and then discuss their bike directly with GG.
In addition to the new website, all new products photos of the bikes, retail shop, and manufacturing process were created.