Raw online appeal for those
Yakima, a manufacturer of vehicle roof racks, was borne in Washington, United States some 30 plus years ago. The company is rooted in the outdoors, ensuring its connection to other outdoor enthusiasts. Yakima use these connections to listen and learn, which ultimately informs them of what people need in rack systems and accessories.
Yakima’s position in the market is clearly different to that of its competitors.
Shying away from shine and polish, Yakima is for outdoor enthusiasts who enjoy getting dirty; for those wanting rugged accessories that enhance their adventure.
Working with Yakima’s United States brand agency, Vivo Group were engaged to develop an engaging, visually appealing website that would reflect the lifestyle of Yakima’s customers. It was to have edge, a sense of adventure, and utilise the same imagery and tone of the current ‘take more friends’ advertising campaign. Gritty texture and ripped paper graphics give the website a visually discernible character.
Built for expansion.
A strong and flexible foundation was a key requirement in the development of the Yakima website. We wanted to provide a platform that could be easily expanded and built upon. To achieve this, we implemented our proprietary content management system which utilised base content modules, along with a simple Google Maps based dealer locator.
This solution would also allow for a new product compatibility and vehicle information database to be inserted in the following months. This ‘vehicle fit finder’ would also be housed on an additional website, whispbar.com.au, which is also managed by Yakima, and built by Vivo Group.
A blog with articles and stories relating to outdoor adventures was implemented as part of the website build. Serving two purposes, the blog content echoes the brand essence and acts as a resource, encouraging members of Yakima’s audience to return. In addition, each blog post would be keyword rich, aiding search engine optimisation activities.