Casual and comfortable with a rustic edge... this web redesign needed to have wide appeal for a versatile audience.
The Diamondback brand exists somewhere in the middle of it's sibling brands... with Raleigh leaning more on the professional side, and Diamondback BMX on the opposite end of the spectrum. Diamondback appeals to the casual rider.
A common purpose of the site was to research and compare bikes, therefore the design was intended to clearly present the different styles/categories of bikes at a high level, but also include the ability to dig deep into very specific details.
Project via Pop