Ride Driven
A digital platform for Yeti Cycles

My Role

Creative Director
Film Director
Cinematography
Photography
Studio Photography

Client

Yeti Cycles

URL

Yeti Cycles is a legendary cycling company with a heritage of building bikes that are "Ride Driven". But how do you convey that ride experience online? You build a digital platform that demonstrates its trail capabilities. No bullshit. Speak plainly and inform.

You have a few seconds to make a statement, so hit 'em with the goods and nothing else. A clean, sophisticated aesthetic greets users on the initial page load, with a look and feel mirroring the high-end nature of the bikes themselves.

Craig Grant, Yeti Cycles, Bikes, Website
Craig Grant, Yeti Cycles, Bikes, Website
Craig Grant, Yeti Cycles, Bikes, Website
Craig Grant, Yeti Cycles, Bikes, Website

Each page overview is broken up into digestible sections so users can choose how they engage with the site and not be forced into long scrolls. Slo-mo imagery provides content cues for each section, intuitively signaling what lies within.

Craig Grant, Yeti Cycles, Bikes, Website
Bikes_Technology_Cover
Craig Grant, Yeti Cycles, Bikes, Website
Bikes_OurProcess_Contents

Cinematic product vids mix the beauty of riding with the real-time trail speed. The videos have relevance beyond just being cool. Each edit has visuals tailored to the intended terrain use and type of riding styles for each model.

Craig Grant, Bellingham, Washington
Craig Grant, Bellingham, Washington
Craig Grant, Jubal Davis, Lenawee, Colorado
Revelstoke, Yeti Cycles

Animated terrain graphs provide the rider with a visual reference for each model's trail capabilities. While other manufacturers use vague terms to categorize their bikes, the graphs tracked specific trail routes through 3D maps allowing riders to understand the intended use for each model intuitively.

Craig Grant, Yeti Cycles, Bikes, Website
Craig Grant, Yeti Cycles, Bikes, Website
2019_SB150_Lenawee_Screencap
Craig Grant, Yeti Cycles, Terrain Graphs
2019_SB100_Bellingham_Screencap
Craig Grant, Yeti Cycles, Terrain Graphs
2019_SB150_Revelstoke_Screencap
Craig Grant, Craig Grant, Yeti Cycles, Terrain Graphs

Each section contains multiple chapters with technical details and on-trail visualizations. These chapters allow users to take a deep dive and learn more about the design for each model. A unique open and close system allows for easy access to each chapter and maintains user's scroll position.

Craig Grant, Yeti Cycles, Bikes, Website
Craig Grant, Yeti Cycles, Bikes, Website
Craig Grant, Yeti Cycles, Bikes, Website
Craig Grant, Yeti Cycles, Bikes, Website
Craig Grant, Yeti Cycles, Bikes, Website
Craig Grant, Yeti Cycles, Bikes, Technology
Craig Grant, Yeti Cycles, Bikes, Technology
Craig Grant, Yeti Cycles, Bikes, Technology
Craig Grant, Yeti Cycles, Bikes, Technology
Craig Grant, Yeti Cycles, Bikes, Technology
Craig Grant, Yeti Cycles, Bikes, Technology

Product photography was lovingly taken, stripping away the unnecessary to highlight the design. The clean imagery tells a story in itself, but also provides the foundation for the information and technical details.

Product photography was lovingly taken, stripping away the unnecessary to highlight the design.

Craig Grant, Product, Yeti Cycles
Craig Grant, Product, Yeti Cycles
Craig Grant, Product, Yeti Cycles
Craig Grant, Product, Yeti Cycles
Craig Grant, Product, Yeti Cycles
Craig Grant, Product, Yeti Cycles
Craig Grant, Product, Yeti Cycles

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