Level Up Your Brand Through Brand Positioning + Creative Direction

The details make the difference

Industry Nine components are handmade with the utmost attention to detail... so they deserve to look just as good as they ride. i9 asked us to rework their website UX design, a project which then morphed into a brand positioning workshop and a sparkly new brand book for their team. This badass crew Asheville, NC now has a unified voice and style that represents their serious technical prowess and less serious fun side. Ride on!

DELIVERABLES

+ Brand Positioning Workshop
+ Strategy
+ Creative Direction
+ UX
+ Brand Book Design
​+ Copywriting

Website UX Design

Before Wheelie

Industry Nine's previous website was dark, difficult to maneuver, and lacking the polished look their components embody. We met with their team to provide UX recommendations, creative direction, and design strategy for their new website that would be modern and fresh while appealing to their target customers.

After Wheelie

The new Industry Nine site embraces the colorful nature of i9's custom components. The site welcomes both first-time customers and seasoned shoppers with an easy-to-navigate menu and clear path to purchase. The imagery used allows the components to shine and illustrates the hands-on production process. This website combines the expertise held by i9's team without feeling exclusive.

Our team also tackled Industry Nine's product pages - using a clean white background to allow the bright colors of the wheels and hubs to pop. Product pages feature the most important specs in big, bold type to let customers know what they're looking at. We also added fun photos of the Industry Nine team to each wheelset page as an homage to the handmade process and small business attitude Industry Nine embraces.

Brand book

Every brand needs a brand book. The brand book allows every employee to have tangible guidelines on how the brand looks, feels, speaks, and acts in any situation. A detailed brand book keeps your brand aligned across all platforms and communication channels - internally and externally. 

The Industry Nine brand book relies on black and white color blocking in order to keep the attention on the high-quality photography and striking colors i9 offers. The design allows the bright blues, purples, greens, and yellows to take center stage and shine. We utilized asymmetrical geometric shapes inspired by the hubs themselves throughout the brand book to bring a visual sense of energy and fun to the brand. Industry Nine embodies high-tech engineering AND an emphasis on freedom and self-expression, so any interaction with them should invoke the thought of, "Wow, these folks are fun. And they really know their shit."

Armed with this new brand book, the i9 team is ready to take on that persona.

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