The brief
Clydebank Cycles
A proper Clydebank bike shop since 1998, with three worlds under one roof: Urban commuter bikes, Gravel and road racing builds, and Adaptive cycling for disabled riders.
This is the brief all three models received, word for word apart from the layout. The instructions also fixed the pages to build and the rules: static pages, Bunny fonts, no invented facts, no sideways scrolling from 390px to 1440px, WCAG AA contrast.
- Entity
- Name
- Clydebank Cycles
- One liner
- A proper Clydebank bike shop since 1998, with three worlds under one roof: Urban commuter bikes, Gravel and road racing builds, and Adaptive cycling for disabled riders.
- Offerings
- Urban: commuter bikes (15 to 20 models incl. sizes and colours), 40 to 50 accessories (locks, lights, helmets, panniers), servicing and repairs, bulk orders for councils and hire schemes, Cycle to Work
- Gravel: around a dozen frame and build options plus componentry add-ons, custom build consultations
- Adaptive: 8 to 10 core products (incl. trikes for children and adults), each practically bespoke once adjusted, with fitting and help finding funding
- Mission
- Build things properly, by hand, for everyone from a daily commuter to a child who needs a bike adapted, the way a working shipbuilding town always has.
- Differentiators
- Founded in 1998 by Iain with shipyard redundancy money, rooted in Clydebank's working heritage
- All mechanics Cytech trained, non-negotiable
- A genuine adaptive cycling specialism, working with families, therapists, schools and charities
- Three distinct specialisms built on the same shop floor
- Stage
- Established independent, 25+ years trading
- Geography
- Clydebank, near Glasgow, Scotland. Accessories shipped UK-wide; complete bikes delivered locally or collected, further afield by arrangement
- Audience
- Primary
- Who
- Three distinct audiences entering via one hub
- Wants
- To find their own world immediately and feel they are in the right place
- Trust needs
- Trading since 1998
- Cytech-trained mechanics
- Real local shop on Kilbowie Road
- Seeing people like them helped before
- Desired feeling
- This is a proper shop, built by people who know what they are doing, and I am in the right place
- Primary action
- Choose Urban, Gravel or Adaptive
- Secondary
- Who
- Urban: commuters, everyday riders, older Facebook crowd, councils and hire schemes
- Wants
- The right bike or kit at a clear price, quick servicing
- Trust needs
- Clear prices
- Cytech-trained mechanics
- Cycle to Work
- Easy collection or delivery
- Desired feeling
- No messing about, sorted
- Primary action
- Buy online, book a service, or (councils) send a bulk enquiry
- Who
- Gravel: serious gravel and road riders who often know more than most shops
- Wants
- To think through a custom build in detail before committing
- Trust needs
- Technical depth on groupsets and geometry
- Quality product photography
- Staff who ride (Strava club group rides)
- Desired feeling
- These people are as obsessive as I am
- Primary action
- Book a one-hour build consultation, in the shop or on a call
- Who
- Adaptive: parents (often of children needing trikes), therapists and OTs, schools, charities funding purchases, and adult riders after stroke or amputation, often nervous whether riding is possible
- Wants
- To know: can you help someone like me or my child?
- Trust needs
- Real consented customer stories
- Seeing it has been done before
- Help with funding routes
- Calm, jargon-free, pity-free tone
- Desired feeling
- Treated as an adult, reassured, unhurried
- Primary action
- Start a conversation by enquiry
- Purpose
- Primary job
- Route every visitor into the right world and move them to that world's action: buy, book, or talk.
- Secondary jobs
- Make the adaptive line visible and findable
- Sell urban bikes and accessories online
- Fill the service and consultation diary
- Keep customers returning via newsletter service reminders
- Five second impression
- A proper Clydebank bike shop since '98, built by folk who know what they're doing, and whatever you're after, you're in the right place.
- Primary cta
- Label
- Choose your world: Urban, Gravel, Adaptive
- Target
- page
- Per world ctas
- Urban
- Shop bikes and kit
- Book a service
- Bulk and council enquiries
- Gravel
- Book a build consultation
- Adaptive
- Talk to us
- Structure
- Pages
- Id
- home
- Label
- Home
- Purpose
- Clydebank hub: one headline, three equal doors, heritage signature, trust
- Sections
- hero line: proper Clydebank bike shop since '98
- three equal world panels: Urban, Gravel, Adaptive
- our story: founded with shipyard redundancy money
- Cytech-trained mechanics
- workshop photography
- visit the shop: address, hours, map
- newsletter sign-up
- Priority
- 1
- Id
- urban
- Label
- Urban
- Purpose
- Commuter bikes, accessories, servicing, Cycle to Work
- Sections
- bikes
- accessories
- servicing menu with prices and booking
- Cycle to Work
- delivery and collection
- councils and bulk orders enquiry
- Facebook link
- Priority
- 1
- Id
- urban-shop
- Label
- Shop
- Purpose
- Cart and card checkout for urban bikes and accessories
- Sections
- bikes
- accessories
- delivery and collection info at checkout
- Priority
- 2
- Id
- urban-servicing
- Label
- Servicing
- Purpose
- Book services and repairs
- Sections
- Safety check, 20 min, £25
- Full service, 90 min, £65
- Quick repairs (punctures, chain, wheel truing, brake pads), 15 to 20 min, £10 to £30
- walk-ins welcome
- Priority
- 2
- Id
- gravel
- Label
- Gravel
- Purpose
- Present frames, groupsets, wheels and add-ons in technical depth with prices, leading to a consultation
- Sections
- build options with photos and prices
- groupsets and geometry detail
- how a custom build works
- book a build consultation (60 min, shop or call)
- Strava club and group rides
- Priority
- 1
- Id
- adaptive
- Label
- Adaptive
- Purpose
- Reassure and invite conversation; equal in weight and polish to the other worlds
- Sections
- can we help someone like you: plain answer
- customer stories (consented)
- range of core products, each adjusted to the rider
- how it works: conversation, fitting, riding
- for therapists, OTs and schools
- help with funding
- talk to us enquiry form
- Priority
- 1
- Id
- adaptive-stories
- Label
- Rider stories
- Purpose
- Consented stories from families and riders, displayed at each family's agreed level of identification
- Sections
- story cards
- individual stories
- Priority
- 2
- Id
- about
- Label
- About
- Purpose
- The 1998 story, the shop floor, the team
- Sections
- founding story
- the team
- Cytech training
- the workshop
- Priority
- 3
- Id
- contact
- Label
- Visit and contact
- Purpose
- Address, hours, map, routes to the right inbox
- Sections
- 14 Kilbowie Road
- opening hours
- map
- which inbox for what
- Priority
- 2
- Nav
- Urban
- Gravel
- Adaptive
- About
- Visit
- Homepage section order
- hero
- three-worlds
- story
- cytech
- workshop-photos
- visit
- newsletter
- Content
- Key messages
- A proper Clydebank bike shop since '98
- Built properly, by hand, by folk who know what they're doing
- Three worlds, one family, one shop floor
- Adaptive: yes, we can help someone like you
- Proof
- Credentials
- All mechanics Cytech trained
- Cycle to Work scheme (Urban)
- Stats
- Trading since 1998
- Testimonials
- Stack of emails from grateful adaptive families, to be turned into stories only with written consent
- Existing Google Business Profile reviews
- Existing copy
- None supplied; family emails exist as raw material for stories.
- To generate
- Hub hero line and three door panels
- Founding story (shipyard redundancy money, 1998), honest, not nostalgic
- Urban product and servicing copy
- Gravel technical build copy
- Adaptive reassurance, how-it-works and funding copy
- Story templates for adaptive families
- Funding copy rule
- Say the shop works with families, charities, schools and health or social work budgets case by case to find a funding route. Do NOT name Motability or any partner until a formal arrangement is confirmed.
- Consent rule
- No adaptive story, name or photo goes live without written consent. Each story displays at the family's agreed level: full name, first name only, initials, with or without faces shown.
- Contact display
- Address
- 14 Kilbowie Road, Clydebank, G81 1LG
- Hours
- Monday to Saturday 9:00 to 17:30, closed Sunday
- Emails
- Adaptive
- adaptive@clydebankcycles.co.uk
- Sales and bulk
- sales@clydebankcycles.co.uk
- Delivery
- Collection from Kilbowie Road for anything; accessories posted UK-wide; complete bikes delivered locally or collected, further afield by arrangement at extra cost. Make this clear at checkout.
- Voice
- Personality
- honest
- hands-on
- local
- unpretentious
- Tone
- Shared Clydebank warmth, with a distinct voice per world. Urban: straightforward Glasgow shop patter, friendly, here's what you need and what it costs. Gravel: knowledgeable, detail-obsessed about groupsets and geometry, peer to expert riders. Adaptive: calm, patient, plain-spoken, no jargon, no pity, treats every rider as an adult.
- Formality
- informal but respectful
- Person
- we/you
- Ban words
- suffering from
- wheelchair-bound
- confined to
- brave little
- special needs
- victim
- afflicted
- heritage museum-style nostalgia
- world-class
- passionate about
- Reading level
- Plain English throughout; Gravel may use technical terms, Adaptive must avoid jargon
- Visual direction
- Mood
- Restraint expressiveness
- 0
- Classic contemporary
- 1
- Calm energetic
- 0
- Warm cool
- 0
- Refined raw
- 1
- Airy dense
- 0
- Serious playful
- -1
- Understated confident
- 1
- Typography
- Feel
- Bold and modern
- Font set
- bold
- Contrast
- strong headings, very readable body
- Character
- Sits alongside a chunky industrial wordmark; must stay highly legible for the Adaptive world
- Colour
- Temperature
- balanced: cool navy with warm orange accent
- Saturation
- medium
- Brightness
- light backgrounds with navy structure
- Accent strategy
- Navy and orange from the existing logo anchor the hub; each world leans on them in its own way (Gravel more intense, Adaptive calmer and softer, Urban straightforward)
- Brand colours
- navy (from logo, exact shade to be read from file)
- orange (from logo, exact shade to be read from file)
- Palette note
- Palette picker skipped because brand colours already exist.
- Avoid
- sepia heritage tones
- clinical medical blues on Adaptive
- pity-coded pastels
- Contrast floor
- WCAG AA, aim higher on Adaptive
- Layout
- Register
- panel
- Density
- medium
- Hero
- one headline, three equal-weight world panels
- Alignment
- left-aligned, sturdy
- Grid
- clear separate blocks per world and per offering
- Rhythm
- tidy panels, each world distinct once entered
- Imagery
- Kind
- Real photography: workshop hands on bikes, mechanics at work, gravel product shots, consented adaptive rider photos
- Treatment
- Honest, unfiltered, working-shop feel
- Iconography
- plain stencil-style labels
- Motifs
- riveted-plate edges
- working steel details
- cog mark from logo
- Distinctive signals
- Founding line: started in 1998 with shipyard redundancy money, still building things properly by hand
- Working-steel details (riveted-plate edges, stencil labels) without nostalgia
- Three equal doors on the hub, with Adaptive given equal weight and polish despite being the smallest line
- Each world has its own voice and visual emphasis within one family look
- Tension
- Proud local working heritage, but modern and not a museum; one family, but three distinct personalities
- Assets
- Logo
- Status
- exists, file not yet supplied
- Description
- Navy and orange, small cog or wheel mark, 'Clydebank Cycles' in a chunky industrial typeface
- Holder
- Fiona
- Brand colours
- navy
- orange
- Photography
- Workshop
- plenty, from staff Instagram
- Urban products
- decent
- Gravel products
- good
- Adaptive
- weak: a few family phone snaps, some lovely; use only with written consent. A proper consistent adaptive photoshoot is planned as part of the project; layout must allow better photos to drop in.
- Constraints
- Must have pages
- home
- urban
- gravel
- adaptive
- contact
- Languages
- en-GB
- Accessibility
- AA minimum, higher on Adaptive pages
- Rules
- Adaptive must never feel like an afterthought: equal hub placement, equal design care
- Adaptive never leads to a checkout, always to a conversation
- Line names may be added later (e.g. 'Clydebank Forge' for Gravel) without redesign