Lynchburg Garage Website Rebuild

Overview

Lynchburg Garage is a retail brand whose website needed improved structure and usability to better support browsing and purchasing decisions.

The existing website presented all products within a tall, vertically stacked layout, creating a tedious experience on both desktop and mobile. Featured products were often pushed below the fold, and the overall design lacked visual consistency with the parent Indian Motorcycle brand.

Problem

• Excessive hero height prevented products from appearing on first view
• Long vertical scrolling reduced product discoverability
• No clear product categorization
• Visual inconsistency with Indian Motorcycle and Jack Daniel’s branding

Original Layout

Solution

The redesigned experience focused on reducing vertical space, improving hierarchy, and introducing clear product categories. The hero was resized to prioritize product visibility, while navigation was streamlined to prevent an “everything on one page” experience.

Design Strategy

• Reduced hero height to surface products immediately
• Introduced sub-navigation to group merchandise by category
• Aligned typography, color, and layout with parent brand systems
• Designed for efficient scanning across desktop and mobile

Platform Considerations

The site was built on Shopify, requiring rapid onboarding into Shopify’s templating system and Liquid syntax. Design decisions were made with platform constraints in mind, balancing visual consistency, performance, and maintainability within an e-commerce framework.

Solution

The visual language was refined to reflect the shared heritage of Indian Motorcycle and Jack Daniel’s. This included darker tones, strong typography, and structured layouts that emphasized craftsmanship, authenticity, and American legacy.

Outcome

The final design delivered a more focused, brand-aligned retail experience that surfaced products earlier, reduced cognitive load, and created a clearer path for browsing across devices.