Summit Cycles
Summit Cycles
Summit is a duo of quality led mountain bike shops based in Sydney and Melbourne. A place to build your dream bike.
Year 2015-18 Agency Craft Store Role Product Design, Branding, Graphic Design
Summit is a duo of quality led mountain bike shops based in Sydney and Melbourne. A place to build your dream bike.
Year 2015-18 Agency Craft Store Role UX/UI Design, Branding, Creative Direction
Project Goal
Prove that a high end mountain bike store can be successful. In turn build the country's best dirt only bike shops.
WHAT DID I DO?
My role
I led the design of Summit Cycles. The initial work was for the concept store in Sydney, this included branding and store art direction. The second stage was the Melbourne store creative direction. The Melbourne store corresponded with the new website to complete the experience.
Branding
The branding was designs with a slight peek on the MM this small touch gave form to the Summit word. Colour was intentionally left mono as the brands within the store are the hero. We didnt want to clash. Typograph and image treatment was bold and fitted into the adventure category.
A little dig at shops that only display stock on websites but never order for instore display. A tactic in the building of Summit Cycles brand strategy.
A little dig at shops that only display stock on websites but never order for instore display. A tactic in the building of Summit Cycles brand strategy.
Website
With high involvement products (e.g. $7,000 plus mountain bikes), we want to remove any risk, or doubt, that a customer may feel. In considering this, we need to design a smooth path to purchase. We designed this website to reflect the clean, bold design of the Summit Cycles bricks and mortar stores.
Bold home page - simple clear navigation
Bold home page - simple clear navigation
Careful work was done with information architecture and categorisation, we wanted to ensure mental models were matched.
Careful work was done with information architecture and categorisation, we wanted to ensure mental models were matched.
Progressive disclosure on the check out page, not leaving people guessing where they are
Progressive disclosure on the check out page, not leaving people guessing where they are
Store experience
Let's fill it with everything that you never get to see in other shops. We want the internet instore. We got to play with big spaces and make sure that all the moments were considered.
Oversized peg board display for frames, let people know they can create their dream bike
Oversized peg board display for frames, let people know they can create their dream bike
Open workshop where you can talk to your mechanic while they work on your bike
Open workshop where you can talk to your mechanic while they work on your bike
Big prints! Get excited to ride your new bike
Big prints! Get excited to ride your new bike