Cycle Hamilton

Overdrive founder and principal James Wilson has been an avid life-long cyclist, so it was no surprise when the company moved shop to Hamilton Ontario, that he would connect to the local cycling community. His travels eventually led to begin a conversation with Cycle Hamilton. The team behind the organization were informed and enthusiastic and understood that their website (their primary public-facing marketing tool) did not present Cycle Hamilton in an optimal manner. The site had confusing and non-intuitive navigation, and the esthetic was piecemeal.

The organization was eager to revamp the site, and once Overdrive received their completed Website Questionnaire, we were able to guide them in articulating their needs in the redesign process. Navigation and wireframes established a more cohesive site structure. As the only true identity asset Cycle Hamilton possessed was their logo, the design of the site acted as an abbreviated brand expression exercise, establishing fonts, type styles, and colour palettes. Not surprisingly, the site needed additional visuals to make the pages engaging. We felt that imagery needed to depict both Hamilton and a diverse and inclusive user. Instead of photography, we chose to illustrate banners for the key pages, establishing a modern and friendly style that reinforced aims of Cycle Hamilton as well as the new colour palette.