Allright Europe is one of the biggest motorbike, motorcross, snow mobile and ATV equipment wholesaler in Scandinavia. The company serves over 1,000 merchants in Finland, Sweden, Russia and Estonia.
Allright Europe asked for my visual point of view and direction for their new consumer site back in May 2010. The design had to showcase speed, testosterone and various fields of motorsports – but still be calm enough and simple enough for the users to be able to browse easily.
Sadly this finished project never saw the daylight, because of the changes within the company’s marketing staff.
Occasionally when you start working on a new project, you have a strong vision of its structure and style. Allright was one of those. Right from the start, we knew that we needed an impressive hero image to capture attention.
The hero image is built from stock photos and line elements drawn in Illustrator. After the hero image you get big navigation elements for the type of the motorsport you’re interested in. To bring continuity to the hero image, I added some line elements here too. Strong animated hover effects brought out the wow effect three years ago.
Textures. Textures everywhere. The background of the site is an asphalt looking texture. The footer and boxed elements received a carbon fibre treatment. With visible use of textures we were able to break the image of “clean and safe” thinking and head more towards motorsports and adrenaline.
I might do a redesign of this site just for fun – it would be interesting to see how I’ve grown up as a designer.