Cinergy Entertainment came back to HighRock for a second time with a second website request: to pull together a site that introduced their clients to the latest activity offered: the Cinergy Speedway indoor go-karting. The challenge? Not so much of a challenge. They wanted the activity's energy to burst through the screen and pull people in.
Cinergy Karting Website
Design
The website, while pulling from the larger brand identity—using the black and neon and pops of red—the challenge was to strike the right balance between it being its own standalone site while also clearly falling under the Cinergy umbrella. Using things like intentional text treatment and color selection gave the karting site its own personality without veering offtrack to cause brand confusion.
The client also wanted to be sure there was clarity around what visitors could expect. Using things like call out bars and sectioned off segments gave HighRock the space to break copy up into chunky headlines that feature things like speed, the number of levels available, and the easy three step process to getting started on the track.
Execution
In the end, Cinergy's karting site came out bold and sleek. It's easy to imagine karting being a kid's activity, so the challenge was to be clear about who the target audience was in this case. Bold, neon text and polished photos displaying sophisticated racing attire and speed help set client expectations while the selected copy does the rest of the work.
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