Friction Cycles

Client Type
Private

Project Duties
Creative Director:
Visual Identity
Web design
UX/UI

Friction Cycles burst onto the cycling scene in 2020 amidst a global crisis, with its refreshing approach to the local bike shop. Their passion, dedication and the sudden surge in interest in cycling meant they exceeded expectations in a trying time and they cemented themselves as a crucial part of the local community. Helping everyone from local commuters needing a simple service to avid free-riders needing high-end equipment and advice.

After a successful first few years, they decided they needed to elevate their offer and give their website a refresh; bringing a more grown-up look but without losing any of the charm and wit.

A ground-up redesign included a do-over of the visual brand including typography and iconography, whilst keeping the original logo. To strike this balance I designed a site with more white space, larger imagery, dialled-up type, a new keyline style with animated break-out icons and a custom scroll bar that uses an abstraction of the logo to add movement. I rolled out across 16 brand new pages including a new e-commerce experience with a virtual showroom, and streamlined basket and checkout pages.

The site now drives more e-commerce traffic than ever and spreads the word, and mission, of Friction cycles beyond the borders of South Bristol.