Flanders - Web Design

One of the main challenges faced with designing a new website for Flanders Cycles was the lack of high quality photographic content available. This was mostly due to the recent rebrand of the business. The desire was to only use imagery that displayed the new aesthetic of the brand. To avoid a large scale photoshoot, which would be costly and time inefficient, I set about developing a website that wouldn’t rely heavily on full page hero shots (like most sports and cycling websites) but would focus on the bike models themselves and utilize interesting typographic features. This is how we would achieve a professional look for the site.


I shot most of the bikes myself in a makeshift studio and deep etched them to use on a black background. I chose to draw as much attention to the new colour pallet and typographic logos that were developed throughout the branding. User experience was at the top of the list when considering the navigation of the site. Through user testing and role-play I developed a site with the intention of delivering the audience the information they needed most (what bikes, how much) and how they could contact the owner to purchase directly. The brand relies heavily on social media so I ensured that there were constant reminders and links to the business's Instagram and that of their sponsored teams