Client
Duration
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Design
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Developement
A heritage mountain bike and motorcross apparel and gear company.
Replatforming and scaling a wholesale heavy business with large traditional distribution into e-commerce expansion and growth globally.
About the project
Troy Lee Designs had a clear mission: to bring fun, performance and passion to sport. But their brand and digital presence didn’t reflect that.
Launching a new website in the EU, re-platforming from NetSuite to Shopify and optimizing ad channels and email marketing allowed Troy Lee Designs to realize up to 200% growth YoY. Improving merchandising on the site, and updating the user experience dramatically increased conversion rate. Updating email outreach and automations impacted engagement and revenue. Optimizing ad channels with Google and META increased traffic significantly. All contributing to a symphony of tactics resulting in meaningful sales goals met and exceeded each month.
Challanges
The challenge was blending wanderlust-driven storytelling with a functional, reliable travel platform. Peni needed to inspire emotion while ensuring users trusted them to plan their journeys.
Travel brands often lean too heavily on visuals — beautiful images without clear journeys. Peni’s old design suffered from this imbalance. It was pretty but confusing, with scattered information and no clear calls to action. We needed to create a system that paired storytelling with usability: inspiring customers to dream while giving them a frictionless path to book. The brand had to convey trust, excitement, and ease all at once.
Summary
The rebrand gave Peni a clear identity and a digital platform that connects inspiration with action.
With a new visual system, stronger messaging, and a redesigned website, Peni now inspires travelers while guiding them seamlessly toward booking decisions. The brand balances emotion and function, turning the idea of travel into a journey that feels both exciting and attainable. Peni now stands as a modern travel brand ready to grow, resonate, and build long-term loyalty.
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