Priority Bicycles website

Responsible for

Creative Direction
Art Direction
Visual Design
Copywriting

I met the crew at Priority when they launched the Coast, a belt-drive, all aluminum beach cruiser perfectly designed to stand up to the salt and sand that had ruined my other bikes. I bought a pair and was such a fan, I reached out to see if they needed any creative support to help grow the brand. As a start up bicycle company, they had a very lean crew and several urgent and concurring (sorry have to say it) priorities. The first of which was to ensure their DTC site was working as hard as it could.

A quick audit revealed their current site was cluttered and text-heavy, so they needed to simplify the experience, make it more visual and direct customers to key pages. One of their best-selling product lines was their kids bikes, so the first step was to create a category-specific page template so they could easily link to their outbound marketing efforts to popular bike types and products.

The visual design stayed true to their core identity, but elevated the aesthetic and incorporated a more open, scrollable experience overall.