Montagu Trails — Mountain bike trail network, Western Cape
Services: Brand identity, graphic design, web design
Date: June 2025
View: Website being updated
The challenge
Local trail networks compete with established destinations across the Cape for a finite pool of weekend riders. Montagu needed a brand and website that reflected the personality of the trail community and gave riders a clear, practical reason to choose Montagu over the alternatives.
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Our approach
Position Montagu as the trail destination with character — landscape, community, and post-ride hospitality, not just kilometres of singletrack. Build a website that gets a rider from "I am thinking about Montagu" to "I have booked the trip" in three clicks.
Montagu Trails Website
Website Design
Montagu Trails Desgin Process
Montagu Trails Website
Rider interviews, audit of competing trail networks, and a content mapping exercise. The most-asked questions on social were practical: trail condition, access permits, where to park, where to eat. The site had to answer those first.
Research & discovery
1
Primary user: weekend rider, 30–55, travelling from Cape Town or Stellenbosch with friends or family. Wants quick answers on trail status, fees, accommodation, and food.
User persona
2
Identity rooted in the local landscape. Wix-built site organised around trail maps, ride information, permits, and an "After the ride" section pointing to local accommodation and food. Mobile-first, because that is where the planning happens.
Design & implementation
3
Iterate & launch
Ongoing trail status updates and seasonal content.
4
The outcome
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A trail network that finally has a digital home that matches the quality of the riding. Permit purchases and trip planning now happen on the site rather than via WhatsApp groups.