Challenge

Mike Radenbaugh of Rad Power Bikes started building electric bikes almost two decades before their popularity soared. Rad’s machines were first-in-class creators. Word of mouth ubiquitous. Environmental revolutionaries. Without ever having a single slapping photograph of their beautiful machine. Without a site refresh. Without a rebrand. Without a forged storyline. Just a teenage tinkerer making ebikes for a California neighborhood long before the trend.

The working landing page didn’t match the aesthetic. And the bike looked a thousand times more stunning in person than online. People were waltzing into stores and leaving with bikes IRL. And the bikes were selling themselves word of mouth—without a single, viable digital touchpoint. And now that the world was starting to care, Mike wanted to use the platform not for simply slinging more frames, but for building a world around the most uncool thing in our sphere—reflecting on your footprint as a patron of the planet. The e-comm experience would then not only make shopping for the most customized ebike on the market more palatable, but also give a voice to the brand shapeshifting e-transport, worthy of everyone’s attention.

Approach

Even though the brand was already successful before ever having a site refresh or a proper digital touchpoint, they were already a trusted voice advocating for sustainability and the environment, and a renowned brand for doing the least likely thing in their space today—not one bike for all, but any type of bike you want and need and envision—for everyone.

This type of everyman, holistically wholesome mindset is rare and next-to-none—and is the very reason they are the most trusted brand on the market. For all these aforementioned altruisms, we didn’t just want our e-commerce experience to simply sell bikes. We wanted it to unlock a world of possibilities for an up-and-coming electric bike community, and build a lifestyle around sustainable routines for everyday living. This is the type of real growth and world health Mike was envisioning. And we knew, in order to accomplish this, we didn’t just need to reimagine our image, or the possibilities an ebike can unlock for you—we needed to shift our thinking altogether into becoming opportunists for realizing your ideal routine.