Yeti Cycles
Every once in a while, you have the opportunity to work with a partner who is bold enough to take the risks that others won’t take. Yeti Cycles has been setting the bar and breaking the rules for years.
Challenge
Yeti had a great-looking website that represented the brand well. However, new features implemented over time created a fragmented and tangled technical backend that posed significant challenges, requiring the support of a developer in order to make any updates to their site. Having recently completed a brand identity refresh, Yeti Cycles was looking for a partner to help them translate the subtle nuances of their new messaging framework into a more compelling and dynamic digital experience, while also gaining the ability to easily manage content and product updates on their own.
Approach
In order to support a structure that best supported their needs, it was determined that a headless framework would allow the Yeti team to leverage the full capabilities of a robust CMS. Given the challenges that the marketing team had experienced on their previous site, the goal was to create systems that would maximize marketing velocity and extend the design and development efforts beyond the site’s launch. The new website allows the brand team to leverage a design system supported by a library of reusable components, allowing them to create new pages with existing components while also having the ability to add new ones as future needs arise.
Design Approach
The focus was to create a more cohesive visual narrative, amplifying the brand in an authentic and meaningful way by expanding on the cultural nuances that must be spot on for a brand like Yeti Cycles. The lines are drawn with absolute intent and precision while being mindful not to overcorrect or imprint when the objective is to enhance versus redesign.
Sustainable and Modular Design
Leveraging a robust design system, reusable components, and BigCommerce product data, the Yeti team has been able to build highly immersive and interactive new pages within minutes. They can also automate the launch of product releases, completing the work in advance and scheduling it to go live at a future date and time. This pliable framework will continue to support Yeti’s brand and business needs as they evolve and grow.
Reinforcing the Brand Through Storytelling
Yeti’s community is extremely devoted and frequently engages with the brand. They regularly visit the site for race coverage as well as in-depth stories about their ambassadors and riders. The Stories section of the website was designed to allow the audience to intuitively discover the unique brand culture and community that Yeti has cultivated over the years. These pages offer a flexible framework to highlight photography along with their stories.
