Damon Motors
How do you craft a new digital experience for the world's smartest, safest electric sportsbike?
Award-winning manufacturer Damon Motors has set their sights on defining and shaping a smarter, safer future for riders. With a lofty goal to achieve zero fatality by 2030, Damon is positioned to completely transform the motorcycle industry. On the horizon is the release of Hypersport, Damon’s first all-electric sportsbike, Damon needed a website that matched the magnitude of their vision and this is what my team of UX, design and technologists delivered on.
Riding a motorcycle is a visceral experience, and shoppers expect to see, touch, and test ride the bike before making any decisions. The Hypersport is the whole package—beautiful design, impressive performance, and unmatched safety features. But there were a few obstacles to overcome. First, how could we accurately manifest Damon’s unique vision of the future, right now? On top of that, there were only two prototypes available for demos. There’s only one way to convince customers to reserve a bike they couldn’t see or ride—create an entire forward-facing world with a virtual experience that makes visitors say, “Holy sh*t!.” So we did.
Engage. Excite. Entice. This mantra served as the foundation of our approach. The new Damon website invites the customer to engage with Damon’s active community of supporters who are committed to building a safer future. Then, we hit them with a burst of excitement. Using x-ray mode to see the bike’s interior mechanics, zoom-ins to see micro details of the engine, and hotspots to reveal safety and performance features, the customer gets to experience the showroom thrill right from the comfort of home.
The early results of our release exceeded Damon Motors’ expectations and we’ve seen a record momentum in confirmed reservations for their Hypersport motorcycle.
Team: Kerrie Malone, Warner Witt, Dave Ulrich, Rob Loera
The art direction I provided for video and photography also played a pivotal part in defining the brand refresh for Damon.
The new Damon website invites the customer to engage with Damon’s active community of supporters who are committed to building a safer future.
“Tom was the perfect partner. Awesome creative, great communicator,
and his team was never afraid to push us or take chances.”
Doug Penman, CMO and VP of Brand, Damon Motors