Hoy retired from track cycling in early 2013 after winning six Olympic gold medals and one silver. He has since launched Hoy Bikes with retailer Evans Cycles and delivers speeches at public and corporate events.
Fiasco was asked to design a site promoting the Olympian’s new ventures by his management agency, Elite Sports Properties, and created a minimal black and white theme featuring photography by Phil O’Connor.
The site layout is simple and easy to navigate: the menu remains fixed on each page and users can browse images in the gallery section using their mouse or arrow keys, even while exploring other sections of the site. The responsive design works well on mobiles, too – although the impact of images is reduced on a smaller screen.
Creative director Ben Steers says Fiasco’s aim when designing the site was to “make the most of the great photography we had for Chris while not overpowering the content.” Hoy didn’t work directly with the agency but was involved in the design process and Steers says a number of changes were made to ensure he was “completely happy” with the site’s look and feel.
“He was very keen to achieve a minimal look that felt very contemporary whilst at the same time looking very different to other sports personalities’ sites,” he adds.
Fiasco also suggested creating a logo for Hoy but it “wasn’t feasable”, so the agency placed his name and title in header font Titillium instead, says Steers. “It may well be something we come back to but at present, [ESP and Hoy] are happy to stick with what we’ve created,” he says.
It’s a shame there is no logo for Hoy – as four23 demonstrated in its work for Mo Farah, they can help strengthen athletes’ personal brands and inject a little personality into their communications, as well as providing opportunities for merchandise.
Hoy, however, is a very different character from Farah and athletes such as Usain Bolt, whose logos both represent their victory poses on the track, and Fiasco’s text-only header reflects his desire to boost his corporate profile post-racing, while remaining in keeping with the site’s minimal design.
It would have been nice to see some additional features – perhaps some clips of Hoy’s finest moments – but the site is sleek, simple and meets the brief given by both agency and athlete.