Giordana Cycling

My Role
  • Strategy
  • UX Design
  • UI Design
  • Art Direction


Project Background

Since 1979, Giordana Cycling has been known for producing the highest quality Italian made bicycling apparel for everyone, from the competitive racers to the everyday athlete.

Giordana's marketing goals were twofold: First, create a new visual style that spoke to a modern bicycling generation but still reflected their 35+ years of expertise in the industry; and second, integrate this into a new brochure style site that allowed cyclists to view current apparel lines and their technical specifications.

Our Strategic Process

Our process for Giordana Cycling began with evaluating their current marketing directive and building a creative brief. We learned that they wanted to update their brand in a way that still was relatable to modern generations of bicyclists, but also speaks to their 35 years of history in the cycling apparel industry. We created a set of moodboards to outline visual styles that would represent the new branding direction. The process also included a site evaluation, competitor analysis, and creation of a site architecture. The last step before interface design was to outline wireframes for the homepage in a browser and mobile devices.

A Responsive Solution

Our analytics evaluation in the strategy process determined that a large percentage of users were visiting the site on their mobile and tablet devices. We wanted to make sure that the site was usable from these various platforms as well as from desktop browsers. We created a seamless responsive design that was product focused, allowed users to easily sort and find products, and allowed for variable technical content.

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