My involvement in this project was as visual designer interpreting wireframes supplied by UX team including development of styles for navigation, sub-nav, menus, cards, buttons, thumbnail, icons, typographic style sheets, section treatments etc. The main challenge was to balance the commercial requirements of a multi-category, multinational online store with the task of achieving a user-personalised and localised global brand reposition. The project is still in progress although the development task has changed hands due to some high level business decisions. Images copyright Giant Bikes. Other placeholder images also copyright.