How to translate mountain biking chutzpa digitally
WEB DEVELOPMENT, WORDPRESS, NATURE | August, 2019
Mountain bikers are pretty fearless. (Ever taken a switchback at speed? You’ll know what we’re talking about).
So a website that speaks mostly to mountain bikers needs to capture that daring and chutzpa.
That was the brief to the LoveGreen team in creating a revamped website for Strawberry Hill Farm.
The self-catering accommodation units on the farm are found in the beautiful green valleys and mountains of the Grootvadersbosch Conservancy. Here mountain bikers (and trail runners) have access to 120kms of custom-made trails, designed and overseen by mountain biking duo, Walter Brosius and Aileen Anderson (owner of Strawberry Hill Farm and manager of the Grootvadersbosch Conservancy).
First step: The brand.
The talented design team at Atelier in Swellendam launched the Strawberry Hill brand revamp. As a starting point, they redesigned the logo to speak more to a mountain biking audience. The new logo was notably bold – using strong black and red colours. The mountain biking references, combined with the beauty of the area, were also cleverly captured.
Next step: The website.
The new Strawberry Hill colours were introduced to the new site – with a focus on red and grey (offset by a softer beige). The design also aimed to capture the idea of the mountain bike wheel and spokes. That’s why we introduced circle design elements and duotone graphics on the site – in particular to portray the wonderful photos that Aileen had.
The Atelier team chose the font, Averia Serif, for the new Strawberry Hill logo. It’s offbeat and fun – and worked nicely for the Strawberry Hill digital platforms. As a ‘support’ font, we chose the fonts Catamaran and News Cycle for the site.
The content: Relaxed, but still relevant for non-adventurers.
The content sought to speak to mountain bikers – capturing a sense of play, adventure and wonder. But it still had to remain relevant for less active visitors who wished to visit Strawberry Hill Farm for a weekend of relaxation (or to join the Silver Mountain Music festival).
The message: Play hard in the beautiful landscape, then kick back afterwards at the comfy and plush accommodation.
“Our thanks to Aileen for the opportunity to work with the Strawberry Hill Farm team to capture the new, exciting look and feel of the farm.”
– TINA VLOK
Heather is our content writer. She enjoys helping our clients formulate their message and loves to run her way across beautiful mountains, to explore new places and is always ready for an adventure.
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