As a longtime player in the fitness industry, Interactive Fitness Holdings, Inc. is pushing the field forward with a new smart bike that transforms at-home cycling into an immersive adventure. From heart rate training and instructor-led classes to dodging dragons or riding under the sea, the Capti bike merges physical cycling with an ever-evolving digital platform that offers something for everyone.
They tasked DEPT® with designing an intriguing digital experience to capture pre-orders and generate excitement around the smart bike’s launch.
Because Capti leverages immersive design and gamification to draw their audience into the world of fitness, BASIC/DEPT® approached their website with a similar sense of fun and adventure.
BASIC/DEPT® fused imagination and cutting-edge technology to reflect the innovative nature of their brand while positioning them at the unique intersection of home fitness and virtual gaming.
To gain an in-depth understanding of the smart bike and the vision for the new brand, BASIC/DEPT® conducted an immersion workshop with the Capti team and tested out the beta product.
BASIC/DEPT® then synthesized our collective insights to set measurable goals, establish clear expectations for our collaboration, and develop a strong foundation for the new digital experience.
Elevating the physical product with digital design
With a focus on development, integrations, QA, and animations, BASIC/DEPT® designed a digital experience alive with whimsical creatures and engaging content to drive demand and encourage users to explore the Capti brand.
BASIC/DEPT® worked alongside the members of Character and Outerspace to elevate Capti’s look through an intentional color palette, elegant silhouettes, powerful videography, and a visual language reminiscent of video games—down to the glitchy green highlights and futuristic typography.
BASIC/DEPT® showed off the unique physical features of the bike and its interactive technology, from the 24” touch screen to the Terrain Adapted Resistance™. Our teams also developed a timeline to illustrate the evolution of their products, leveraging the company’s history to build trust and anticipation for their newest release.
Building a narrative to drive pre-sales
Through rich animations and renders, engaging lifestyle content, and digestible copy, BASIC/DEPT® developed a dynamic narrative around the smart bike’s functionality.
BASIC/DEPT® pulled stats, graphics, and animations from the games and incorporated them throughout the site to educate people about the product and inspire them to join the Capti community. BASIC/DEPT® also used the bold aesthetics of the new brand to create a cohesive experience across platforms, fully immersing users in the Capti world from the moment they discover the website to their first smart bike adventure.
Questions?
Head of Marketing US
Kristin Cronin
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