Speed, attitude and style define this site for Portland, Oregon–based motorsports brand Icon. Created by Portland-based design agency Parliament with initial concept designs by design and product company BUILT, the site features Icon’s brand narrative through imagery and video content. “Like Icon and its product line, we wanted the site to have a sense of speed and movement while maintaining clean lines and balance,” says Chris Erickson, Parliament’s partner and creative director. Built in Craft CMS, the site uses a system of sixteen modular content blocks developed by Parliament; these blocks enable content administrators to create pages with custom layouts, by compounding, rearranging, stacking and styling different elements. “It was rad to see Icon create page layouts and style them in ways we didn’t expect,” Erickson remarks.
The Icon site comprises three separate brands from the same company: Icon, Icon1000 and Raiden. Though each brand has its own identity, the site integrates the three brands together in one code base. A navigation bar with hoverable overlays at the top of the site breaks the thousands of pages spanning these three brands into less daunting categories. Parliament used Sketch to design the site and Frame to create prototypes of its interactive elements, streamlining client feedback. Custom plugins help handle the robust tasks of locating dealers, job applications and user submissions for the “Become a Rider” and “Busted and Broken” sections.