After an audit of assets, we recognized a trend. Everything was different. The navigation, footers, naming conventions—everything. Each page seemed to be a completely unrelated addition to the prior. Leading down a rabbit hole. Which is sort of ironic since they had a dropdown menu in their footer called, The Rabbit Hole.
Since SRAM has multiple sub-brands in their navigation, we simplified it to make it more clear which brand’s website you were viewing. Creating a consistent theme for each brand to follow. We started with similarities before diving into what’s different.
With the navigation in place, we needed to build-out some sub-brand pages to ensure they felt consistent, yet distinctly their own brand.
SRAM Life is the heart of the brand. It’s the reason so many people love SRAM products. Knowing that, we wanted to create a hub for the athletes to easily share their stories. As well as pay respect to their heritage and philanthropic efforts.
The athletes are their best brand ambassadors, but on their previous site they weren’t featured at all. For SRAM Life, we built pages for their athletes in every discipline. Allowing for a brief bio and links to their social media sites.
If you believe in what you do, showcase it. All of SRAM’s products are used by professional athletes which make them the best critics. Pro athletes push their gear to the absolute limit. Without trust in your gear, you’ve already lost half the battle. If the components were garbage, they wouldn’t be using them. Let the pros be the voice for the products. It’s that easy.