G3 is a passionate team focused on backcountry functionality, offering a high-end selection of skis, bindings, skins, shovels and accessories. Having worked with G3 for a couple of years in a purely strategic marketing capacity - and falling in love with their amazing gear in the meantime - we were excited to redevelop the G3 website.
After working through a laundry list of G3's requirements, we took an objective look at the project, aiming for an exciting new solution that embodies G3's unique brand, showcases their innovative products and engages the ski community at large. We started with a Drupal platform and commissioned Chad from Hancheroff Smith to create a compelling design that featured inspiring Jordan Manley images together with the complete product line. Integrating social media enabled constant sharing of all things G3 and fresh content with every visit.
Essentially, the site strips back the layers, allowing users to quickly access detailed product information. The gear finder, comparison and filtering tools quickly direct the user to the best equipment for their interests and abilities. Ratings and comments let G3 gear users provide input and feedback on product design and performance.
Detailed design, form and function videos deliver compelling product insight. If you have any doubts about how energized G3 engineers are about their products, watch a couple of Cam Shute's videos.
Leveraging the G3 lifestyle component that began with their blog prior to the rebuild, we integrated the HouseBlend blog into the main site with a stronger video, photo and social media presence.
Then along came an idea for a contest - what better way to promote the brand through social media? - and SkiGraphiks was born. In its second year, VentureWeb partnered with G3 to set the stage for a new ski graphic design contest with three winners, each taking home a pair of skis with custom-designed graphics.
So what did we end up with? A branded, socially contributed, gear filtering, content-rich site that helps G3 build their brand, further their culture and take a step closer to becoming the Zen masters of backcountry ski equipment. And eight months since the new web site launched, G3 visits averaging well over 50% up from the same period last year.
How did we do? Feedback is always welcome!