Much has happened at Rab® in the four years since the previous site was launched. The number of products, technologies, videos, sponsored athletes, blogs, expeditions and partner organisations has grown massively and we wanted a platform that could best share all this content with Rab consumers and the wider climbing community.
With this in mind the team at Rab® have spent nine months building a new site from scratch.
Quality products are at the core of the brand, so improved information and technology videos featuring the Rab Design team were developed to support the new SS15 range and layering campaign. These give you an insight into the brand and a glimpse behind the scenes as to what happens here at our Derbyshire, UK HQ.
Although products are the main focus of the site another major focus for the project was highlighting the other areas and relationships Rab is involved with.
The new History section illustrates the origins of the brand, and the new Community section tells the ongoing story, with all content generated inhouse and by the athlete team. Thanks to integrated social media streams, and regular updates every time a user visits the website they can expect to find fresh content to engage with.
To help navigate all of this new content, an activity system was developed which runs through the whole site. This allows users to browse the site by the types of activities which interest them, bringing together: products, athletes, blogs and expeditions. However most Rab users are not easily pigeonholed and often do a number of these activities, so this runs alongside more standard navigation.
The new site address has changed to rab.equipment (making use of the new gTLDs). For further consistency, the Facebook account can now be found at facebook.com/rab.equipment and Twitter account at twitter.com/rab_equipment.
Behind the scenes, contact systems and after care service has been streamlined to improve response times for users. Further changes will continue to roll out through the year, with a mobile-friendly site due shortly and more localised content for different markets at a later stage.
Log on to rab.equipment to visit the new site.