PROJECT FOCUS
BRANDING + CONSULTING
PROJECT FOCUS
BRANDING + CONSULTING
BUSINESS & DIPLOMACY
International Business and Financial
Barcelona, España
OVERVIEW
BUSINESS & DIPLOMACY
International Business and Financial
Barcelona, España
OVERVIEW
cowboy.com — Elevating a luxury ebike website
to match its brand’s elegance.
User Experience Design
Content Strategy
Visual design
Copywriting
Technical discovery and development
Quality assurance testing
Project management
Challenge
Challenge
Cowboy ebikes are the future of the ride: electric, with intuitive technology so riders spend less time navigating and more time enjoying the moment. They embody everything an ebike ride should be: sleek, calming, and more than anything, freeing.
The problem was Cowboy’s digital experience reflected a past version of the brand — it was bright, colorful, whimsical, and youthful. Cowboy wanted an updated site that highlighted its maturation alongside the ideals its new lineup of ebikes represented.
APPROACH
APPROACH
Cowboy ebikes are the future of the ride: electric, with intuitive technology so riders spend less time navigating and more time enjoying the moment. They embody everything an ebike ride should be: sleek, calming, and more than anything, freeing.
CROMÁTICO STUDIO
BRANDING
CROMÁTICO STUDIO
BRANDING
TEST &
SYNTHESIS
Ebikes are luxury items, but competitors only focus on the specs and tech of their products. They’re missing out on one important aspect: the human element. People have been stuck at home for the last few years, and crave an escape from their indoor routine.
We knew we could differentiate Cowboy by answering the call to break free. Create irrational desire around the ebike lifestyle, and demonstrate to site visitors that Cowboy ebikes were the freedom machines they dreamed about.
Establishing a brand platform.
During our immersion phase, we found that people struggle with skincare issues and, at times, feel like they’re captive to their own skin. This tension helped inform how we positioned the brand.
Together with the NERD team, we rooted our strategy in a stress-free life, based on their products’ emotional benefits. This sentiment influenced our brand platform and, ultimately, the way we brought the brand to life.
Establishing a brand platform.
During our immersion phase, we found that people struggle with skincare issues and, at times, feel like they’re captive to their own skin. This tension helped inform how we positioned the brand.
Together with the NERD team, we rooted our strategy in a stress-free life, based on their products’ emotional benefits. This sentiment influenced our brand platform and, ultimately, the way we brought the brand to life.
CROMÁTICO STUDIO
UX STRATEGY
CROMÁTICO STUDIO
UX STRATEGY
EXPERIENCE
DESIGN
Because NERD was an emerging brand in a highly competitive category, our differentiation strategy was to focus its eCommerce experience on education in addition to conversion.The site was built as a research tool and shopping destination to implement its direct-to-consumer approach.
