In early 2013, Blast Radius Toronto became the digital agency of record for Bombardier Recreational Products (BRP), tasked with the re-design of all BRP brand websites, digital marketing, and advertising. I led the visual design team, focusing on the website re-design, but also responsible for creative design account-wide.
This is the story of the website “platform.”
A common engine and chassis – the platform – provides a structure for each brand to articulate its particular voice. Consistency where it makes sense, customization where it matters.
The result was a suite of websites that elevated the BRP brand through its obvious parentage in each product brand website, while highlighting the character of each product brand and the diversity of their products.
Formed by light + shadow
Cool neutrals + vivid colour
Fluid page layout
Vivid product rendering
Prompt the user to select a category or promotion of interest
Introduce the lifestyle story: usage, experience, emotion
Differentiate the lifestyle benefits of each model or package
Elaborate the lifestyle story through benefit-grouped model features
Act 1: the vehicle stands in the spotlight, the environment a graphic backdrop, layout as mise-en-scène. Abstraction enables simplicity, each element clearly delineated, in its natural form. A play of contrasts: technical precision and the emotional thrill of the ride. The gap between the figurative and the literal is a space you fill with your imagination, your aspirations, intrisically personal. The fantasy is yours.
Set the scene, full screen. Establishing shot: the vehicle in its environment, epic landscape. The scene flips like a films-strip, from exterior to interior. Zoom in: the performance features that enable the exhilaration — mud, sand, water, open road, speed. Cut to: find a dealer, make it real.