Canyon Lux Trail MY23 launch

Role
Digital design

Canyon is a German manufacturer of road bikes, mountain bikes, hybrid bikes, triathlon bikes and e-bikes. As one of the leading bike brands selling direct-to-consumer, Canyon is known for producing innovative bikes that offer great value for money.

As part of the digital design team, I was responsible for creating the customer journey and imagery for the launch of Canyon’s new Lux Trail. An ultra-capable XC bike for maximum speed over maximum distances. The creative direction focused on beyond the tape and the idea of the supernatural, using mist and darkness to create atmosphere. The nature of the bike and the terrain gives it license to explore the Supernatural theme in a “what lies beyond” type of way.

This was our second project launching gear alongside the bike – an intelligent built-in two-stage repair system. A hidden mini-tool in the top tube and bar end plugs help with quick repairs, while the Canyon LOAD Tool Pouch fits in the down tube storage for bigger jobs. These well-executed details make all the difference on the trail and get you back riding quicker.

As part of customer journey, I worked to produce 3D-rendered explainer videos of new storage features, and worked with the photography studio to produce specific shots to highlight key features of the bike. The project focussed on simplifying the navigation, directing customers to richer storytelling in just one core page, whilst directing our effort towards improving the product detail pages. The customer journey included a homepage takeover, updates to the world and ridestyle pages, a new core family page, as well as a series of emails.