James Andrew Smith

Design of a homepage for City Cycles, a hypothetical start-up brand targeting an 18 to 35, "non-lycra-wearing" profile of urban cyclists.

As well as succeeding on an aesthetic level, it was essential that the page design fulfil the practicalities of an e-commerce website, whilst establishing and retaining user orientation and engagement down the long scroll.

I split the content in two broad categories, each with a distinctive tone: firstly, product sections linking to a ‘shop’ area of the website and, secondly, more editorially-toned sections linking to featured products and a blog area.

I opted for Avant Garde as the main typeface as its geometry and functional aesthetic echo that of the brand’s title product: bicycles. This idea is also reflected in its inclusion in my logo design for the brand.