Cowboy Bikes | Website

Created an entirely new website to express the evolution of the connected e-bike and to create immediate desire for the new C4 and ST models at launch.

Defined the narrative, wrote all site copy and produced fresh product and editorial content. Working in partnership with BASIC/DEPT whose focus was on strategy, art direction and design for the site, we collaborated with First Things to create a premium look for both models through 3D stills and animation. Preorder demand exceeded all expectations in 10 European markets and created a baseline for the production of a U.S. site and Nordics launch. FWA and Awwwards Site of the Day and multiple Webby Awards nominee.

The addition of the step-through model to the Cowboy range inspired a shift in tone for telling its story. To keep the narrative fresh, I wrote different copy for the ST even though it shared all of the same primary features of the C4.