The founders of Trust have built their careers on making the ride better. Together, they represent the ‘supergroup’ of bike innovators, and were recently awarded the 2018 Pinkbike Innovation of the Year Award for Trust, a linkage front suspension system that sets a new standard for two-wheeled cycle front suspension.
When considering our design and development approach for the Trust site, we had the unique challenge of not only introducing a new product to market, but a completely new suspension technology. One must fully grasp the innovation concept and technology in order to comprehend the premium value of the product. This is a giant step in innovation for bike enthusiasts and that needed to come through in the content of the site. From an eCommerce perspective, there is essentially one product that is being sold (outside of some apparel and accessories), with much of the focus on educating the consumer on the innovative nature of the product. The word that emerged as the theme of the site was ‘fast’. The Trust team wanted everything to be focused around speed, since that is what the product promises to the rider. With this in mind, we took a video-heavy approach to the site that provided the movement and motion required to communicate the feeling of speed to the customer throughout the user experience.