The Draft/Roadie
A unique catalog disguised as a cycling magazine, blending high-quality editorial content with product presentation. Featuring insights from coaches, nutritionists, biomechanical experts, builders, and designers, Roadie redefined how cycling products are showcased.
ART DIRECTION
DESIGN
CONTENT
Problem
Traditional bike catalogs often fail to engage customers, feeling more like sales brochures than valuable content. The challenge was to present our three bike models in a way that resonated with cycling enthusiasts, offering more than just product specifications. We needed a format that provided real value—one that educated, inspired, and entertained while subtly integrating our brand.
Solution
The challenge with our online store was that it needed to function both as a catalog and as a sales platform capable of converting not just the secondary products that enhance our brand, but also our main product, which being customized, required direct interaction between the client and the company.
Additionally, we faced the challenge of determining whether we would be able to sell ready-to-purchase products at a high price point.
We used the blog as a strategic tool to improve our search engine positioning and as a way for users less familiar with our product to discover and better understand our offerings.
