New Navigation with a Brand Strategy

As a brand Giro is widely known for amazing helmets. The legacy of the pro teams riding Giro helmets at the Tour De France is burned into everyone’s memory and is an important part of the brand’s history. However, Giro has come a long way in the last decade and our website navigation was reinforcing the wrong brand narrative. Instead of portal based navigation where visitors jump right into bike and snow helmet category pages, we created a new navigation that exposed visitors to the breadth of the brand without adding friction to the user experience. This new information architecture sent a clear message that Giro was now an inclusive brand dedicated to multiple categories of product for men, women, & children. We also introduced a top level “Sport” category where we could send a message to the subcultures of the bike and snow sports world that we understood and supported their tribe with a full range of product.