09/12/2024
The freedom to move, to explore, and to share those adventures is one of the most joyful human experiences. This is the objective of the Adaptive Bikes and DuraTrike brands. We have been thrilled to spend these last months developing and deploying a complete, top to bottom, brand build out for Accessible Cycles Group. Launching 4 websites with each their own distinctive brand design and audience tailored user experience. More than 55k words of strategically developed content & page copy. And last but not least a fully tuned and tested ecommerce marketplace for all of Adaptive Bikes’ brand partners.
Brand: Accessible Cycles Group: DuraTrike, DuraQuad, Adaptive Bikes
Location: Centennial, Colorado
Project Timeline: March 2024 - Ongoing
Industry: Sports & Recreation / Mobility Equipment, Adaptive & Recumbent Cycles.
Challenges and Opportunities:
Building a brand from scratch always comes with its own set of challenges, the Adaptive Bikes Bikes and DuraTrike brands were no exception. The first step was understanding the market landscape and the audience we needed to connect with. Adaptive and recumbent cycles are -for the time being- niche products, catering to individuals with a wide range of mobility needs, from casual recreational riders to those with a range of specific accommodation requirements. This meant that our work had to go beyond basic design—we had to understand the core needs and motivations of each audience segment to build a brand that would resonate and create meaningful connections.
Project Goals and Strategy:
Our client had two major goals, each tied to one of their core brands. The DuraTrike brand, which focuses on bringing a line of expertly built recumbent trikes and quads to market, sought to highlight their versatility and quality. These adaptive cycles needed to stand out for their ability to meet a range of terrain challenges and user needs, offering a product that was both robust and adaptable.
On the other hand, Adaptive Bikes, the e-commerce marketplace, aimed to become a central hub for adaptive bikes, catering to every skill level and ability. Beyond being just a marketplace, the goal was to create a resource-rich environment—a space where the community could find helpful, informative content related to adaptive cycling. This meant not only building an e-commerce platform but also positioning Adaptive Bikes as the community-driven, trusted authority in the space that this brand is becoming.
Our strategy to achieve these goals involved a comprehensive approach:
• Developing an in depth understanding of the existing market, the community, and the technical dynamics of the bikes themselves.
• Establishing a strong digital presence as the foundation for both brands.
• Future growth through a mix of earned media, community engagement at industry events, and collaboration with Adaptive Bikes' brand partners.
• For DuraTrike, our next objective is to develop partnerships with brick-and-mortar stores across different regions to help expand DuraTrike’s physical retail distribution and brand ubiquity.
Our Approach:
For a project of this scale, a phased, multi-faceted approach was key. The two primary brands—DuraTrike and Adaptive Bikes—each required unique attention to their respective markets while maintaining consistency under the Accessible Cycles umbrella.
1. DuraTrike:
• We focused on creating a distinctive brand identity that emphasized both the rugged, all-terrain capabilities and the comfort of their recumbent cycles.
• The website was designed with a focus on B2B user experience (UX), ensuring that potential dealer partners could easily access product information and understand how the cycles could meet their customer’s unique needs, whether for recreational use or more specialized purposes.
• We developed engaging, technically precise on page design that differentiated DuraTrike products through detailed product pages, showcasing the durability, versatility, and accessibility of the cycles.
2. Adaptive Bikes:
• As an e-commerce marketplace, the focus was on building a clean, intuitive, and inclusive digital shopping experience. Our aim was to simplify the purchasing process for users who may have varying degrees of comfort with online shopping, many of whom are looking for adaptive solutions tailored to their specific needs.
• Beyond the product listings, we created a dedicated space for informative evergreen content, offering guides, in depth comparisons, and community insights that will serve as an ongoing resource for the adaptive cycling community.
• The initial core content creation and curation involved more than 15 articles, 30+ prepared social media posts, and on page copy for each product page across both sites. This amounted to more than 55 thousand words of strategically developed copy designed to educate, inform, and build trust with potential customers and community members.
Impact and Results:
While the project is still in its early stages, we’re already seeing promising results. Both DuraTrike and Adaptive Bikes have started building their online presence, with social media engagement increasing steadily. Though it’s early in the product life cycle (especially for high-ticket consumer products like adaptive bikes), we’re optimistic that this foundation will allow the brands to grow through organic and community-driven channels.
In the coming months, our focus will shift towards engaging the cycling community more deeply. We plan to leverage earned media, word-of-mouth marketing through industry events and fundraisers, and collaborative efforts with Adaptive Bikes’ partner brands to drive awareness and trust. As DuraTrike expands into brick-and-mortar distribution, we’re excited to see how the blend of online and physical retail strategies can propel both brands forward.
Looking Forward:
This project has been an exciting opportunity for our team, and we’re only just getting started. We’ve laid the groundwork for a strong digital presence, and we’re eager to see the continued growth of DuraTrike and Adaptive Bikes. As these brands evolve, we’re thrilled to be leading their digital marketing efforts, helping them reach new audiences and build lasting connections within the adaptive cycling community. We look forward to driving even greater impact in this innovative space.
A quick look at some of the things we handled for the DuraTrike and Adaptive Bikes brands!
• Brand Identity and Brand Design
• UX Research and Consultation
• Digital Strategy Planning and Development
• End-to-End E-commerce Web Design and Development
• Product Design
• Premium SEO Services and Content Development
• Ongoing Brand Marketing & Development
