Site architecture and design proposal. This pitch was difficult. During the first round, the original team pitched great ideas and got the brand visually, but the client felt we needed to show them a better architecture that would link their various online properties. I was asked to help the team in creating that architecture. We ended simplifying a lot of things, bringing the Pro Teams and Riders within the same experience as the bikes, as well as the community of riders. Specialized is at the forefront of technology when it comes to bike building, so we wanted to give them a site experience designed for a pc as well as tablets, making sure we had large hit areas for touch input. Throughout the experience, a large breadcrumb/menu system is always anchored at the bottom of the browser so a user can quickly change section. The simplicity of this system won Organic the account. Role: Creative Director, collaborating with original pitch team and CD.

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