vertical bike

A complete visual identity and UX case for a traditional local bike shop moving into the digital space.

Context

Vertical Bike is a traditional bike shop with more than 20 years of experience, offering bicycles, accessories, and maintenance services. The business had built a strong local reputation, but its presence was largely based on word of mouth.

Problem

The company had no digital presence or structured website, while competitors in the region were also making limited use of digital channels. This created an opportunity to establish an early digital presence and make it easier for customers to discover the business, its services, and its products.

Creative Direction

The existing brand colors were preserved to maintain recognition among existing customers.

The visual identity was then refined through updated typography, composition, and a more contemporary visual language.

From Visual Identity to Digital Product

The website was designed around five straightforward sections:

About the company
Services
Products and accessories
WhatsApp contact
Location

The UX process included research, personas, user flows, wireframes, prototyping, and usability testing.
The goal was to create a simple experience that allowed customers to quickly find what they needed and contact the store.

Outcome

The final prototype was validated with real users and approved by the stakeholder.
The result was a straightforward digital experience that connected the existing brand with a new online presence without overcomplicating the journey.

year

2022

tools

Illustrator, Photoshop, Figma, Notion, Jitter