The core objective was to launch a specialized motorcycle racing leather suit, that offered an outstanding fit for the purpose and delivering a level of quality at a price point that would outperform the existing competition.
The target audience is mostly price-sensitive and at the same time used to fast, instant online shopping experiences.
Competitors mostly fail to deliver these criterias. Their websites offer little to no actual product information, forcing customers into slow, complicated email chains just to place an order.
The task was to define an easy-to-use storefront-to-factory workflow that feels natural to the customer on the website and is easy to work with on the backend.
In a relatively small yet fiercely competitive niche market, how do you successfully position a new product, stand out from the crowd, and still maintain a healthy profit margin?
All infos have to be send after the purchase, without further guidelines how the information is required.
While competitors exist in the custom motorcycle suit market, their digital ordering process remains outdated. Even with visual tools on their websites, final adjustment— colors or placing a logo—requires an endless back-and-forth via email. Frustrating for the customer and a time-consuming for the entire process.
Furthermore, smaller brands usually sell nameless products, Only industry giants use distinct model designations like “Evo” or “SP3″—names that instantly evoke speed and position the gear as a premium, high-end product in the consumer’s mind.
To counter the generic, “no-branding” approach of competitors, the suit has a distinct name, its own logo, and a memorable claim. A name that sounds fast yet somehow familiar: The MI-6 SMS (Supermoto Suit).
The logo uses Independent Racing’s signature colours—black, white, and sun yellow. This branding was built to stay consistent across every touchpoint, from the suit itself to the final packaging and later our campaigns.
Offering the suit at a competitive price and keeping the margin healthy was key. Even with a great purchase price, wasting up to an hour of a designer’s time, manually tweaking colors etc. would completely kill the profit.
I built a system in Adobe Illustrator based on our MI-6 vector model, which I originally created to visualize details for our manufacturer.This template lets one generate a full custom layout in around 5-15 minutes, depending on the complexity.
Within 72h upon their order, the customer receives this graphic as an overview to confirm their choices. Instantly after their final approval, that exact file is easily converted with the infos the manufacturer needs for production, launching it without delay.
Using smart objects & symbols to streamline the process of placing each individual logo automatically onto the correct position was crucial for a quick design process.
Colors can be changed through using the magic wand and clicking on the numbered color squares at the bottom of the screen. This will change the corresponding color field on the suit – as well as on the custom glove graphic.
Yes, you can also order your suit with matching gloves ;)
The logical move was to offer a significantly better customer experience by developing an easy-to-use online product configurator that worked flawlessly on both desktop and mobile devices.
But before diving straight into developing the full digital configurator, I wanted to validate the actual market demand.
We launched a dedicated landing page with a detailed, smart order form—our very first step to bypass the usual email back-and-forth. This allowed us to see if the audience was ready to buy based on the concept alone before there will be many hours spent, buidling the frontend tech.
A clean, scrollable one-pager packed with important details, safety features, action shots, and testimonials. Crucially, it included a playful, simple walkthrough explaining how the order process works. These features were carried over to the MI-6 webshop landing page.
Within one week, the landing page had generated around 70 orders, proving that it could work. I then started to build a functional mockup using Adobe XD. This interactive prototype served as a blueprint for a specialized WooCommerce product configurator development agency. Because they could directly implement the layout elements and functionality exactly as specified, cutting our development costs by 50%. While the configurator frontend was being built, I started to build the Photoshop file for all the configurator items.
24 customizable suit panels and 27 color choices + several other items like choosable protectors, gloves etc. had to be created. I photographed a completely white MI-6 suit from multiple angles—front, back, and side—to serve as a clean, easily recolorable base. I then isolated all 24 color zones and set up an automated script to export the required PNG overlays for the web configurator.
The logical move was to offer a significantly better customer experience by developing an easy-to-use online product configurator that worked flawlessly on both desktop and mobile devices.
But before diving straight into developing the full digital configurator, I wanted to validate the actual market demand.
We launched a dedicated landing page with a detailed, smart order form—our very first step to bypass the usual email back-and-forth. This allowed us to see if the audience was ready to buy based on the concept alone before there will be many hours spent, buidling the frontend tech.
You can see the live configurator here.
Image and video creatives with an unconventional style and copy to stand out from typical industry advertisements. To enable „guerilla“ visibility, the suit comes with a practical gear bag that features a large MI-6 logo, making it highly visible in the paddock and sparking curiosity among other riders—generating easy, free word-of-mouth marketing.
To create a true brand identity, I designed a custom box that lookes like product packaging but works for shipping at the same time. A matching tape, with claims that underline the quality of the suit inside.
Inside the box, every customer receives a personalized thank-you card with a handwritten note. The back of the card features a simplified care guide, which pairs perfectly with the included “take care” leather balm and application sponge.
