Dramatic Performance

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.

The Elements

Product Design

Expressive geometry

Formed by light + shadow

Cool neutrals + vivid colour


Interaction Design

Expressive typography

Expansive photography

Fluid page layout

Playful interaction

Vivid product rendering

Weave a story of discovery around the product


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

Product Detail

Elaborate the lifestyle story through benefit-grouped model features

2 Visual Concepts



Concept 1


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.

Home Home Home
Home Home
Home Home Home
Home Home Home

Concept 2


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.




Product Detail

Build & Price