TANGENT PRODUCTS

02 - Overview

Tangent Products is a leader in the BMX racing industry. Producing & manufacturing race components that help propel the fastest racer to the top of the podium. If you race BMX, chances are you know and understand what the brand brings to the culture of BMX. With a strong and passionate group of individuals representing the brand, it backs up its rich history with innovative design and strategy behind their racing components. Tangent might be based in Sacramento, CA but you can find their products throughout the globe equipped by the fastest racers in BMX.

The Tangent Products team approached DEFCON to help them craft and design a new website and digital culture that elevates their customers connection with the brand. By focusing on the direct-to-consumer sales, we’ve prioritized the e-commerce platform to ensure Tangent can continue to reach their customers while delivering their true brand culture.

03 - Digital Experience

Most of us grow up riding bikes around the neighborhood, for some, those bikes turn into a community that connects us with one another. Through the motion of two spinning wheels, we find friendships and adventures that lead us around the world. It’s not just the bike that connects them though, it’s the thrill of the ride that they all share while pursuing passions. They understand the other person in a way others can’t and share a language they only they know.

That’s the culture of BMX and Tangent resembles it at the core of the brand. Built by riders for riders. We set out to build a website for Tangent that showcased all of this through a digital experience that spoke visually and internally to the consumer. It’s not about selling products, it’s about creating an atmosphere and culture that people want to feel connected and apart of. With the use of branded content and other visual elements, we could tell the story of Tangent in a way words can’t. We wanted to position Tangent as the leading brand in the BMX racing industry with a personality that welcomes you in the door the first time you meet.

BRANDED VISUAL CONTENT

Creating Culture through Storytelling

With the standard for fresh & timely content being available daily, we needed to pivot with Tangents digital content strategy a develop a new plan that would incorporate a variety of content mediums. Between creating a content strategy we can approach things with a plan and reason rather than just well… to post. It’s not enough to just be in their face, we needed to provide story and emotion through the content that Tangent would be delivering to it’s consumers. It’s more about becoming a source of news and media for the niche industry you serve rather than shoving a ‘Buy Now’ button in front of their face.

DIGITAL
E-COMMERCE

With our strategy focused on the direct-to-consumer, we developed a digital brand experience to help drive the revenue of Tangents E-Commerce website help on Shopify. This way we could focus on maximizing the brand reach and story while keeping the E-Commerce separate. Eventually we’ll be evolving the E-Commerce platform to be solely held under one umbrella, for now we are using our strongest tool in the sheld for E-Commerce, Shopify.

Creating community

Our partners hold a strong focus on creating a community that embellishes the heart of BMX racing. Chances are that if you race BMX, you know how much family and friendship means to those that take part. It’s the bond that holds us all together through the thick and thin. By creating a sense of community and belonging throughout the digital experience, we were able to communicate the internal values that Tangent hold true to it’s core.