Schwinn E-commerce Website
Following a full brand identity refresh, Manual was tasked with reimagining Schwinn’s digital & e-commerce footprint. We engaged with UI/UX specialist Willem Shepard to help develop Schwinn’s new digital product strategy.
Over a year, we designed a custom new e-commerce experience that guides customers through finding the perfect bike while educating, informing, and delighting along the way.
DESIGNED AT MANUAL (2019)
Typography
The introduction of two distinct typefaces helps draw connections to Schwinn’s heritage while modernizing the brand. Bobby by F37, a warm serif with a nod to the 1970’s is paired with Ginto by Dinamo, a bold and characterful sans serif.
Color Palette
A vibrant color palette is derived from Schwinn’s vast library of 1950s, 60s, and 70s advertising. The wide array of hues allows the brand to oscillate between joyful/carefree and sophisticated/sporty as needed.
The Schwinn palette is a distinct counterpoint to the often dark, monochromatic, and masculine colors seen throughout the cycling industry.
Feature Iconography
Hand-drawn feature iconography introduces a human touch, making the brand feel less technical.
Web Design
Agency: Manual
Creative Director: Tom Crabtree
UX Strategy: Willem Shepherd
Art Director: Tanner Irwin
Art Director: Guy Hulse
Designer: Yan Yan
Brand IDenity
Agency: Manual
Creative Director: Tom Crabtree
Design Director: Frank Lionetti
Senior Designer: Alireza Jajarmi
COLLABORATORS & CREDITS
Schwinn: Lee Jakobs, Kerri Rozdzialowski
PROJECT ROLE