Case study · Imaginary client
Two colors. One slash.
Scatto is an imaginary client, and we say so. The process is the real one: strategy, identity, wireframes, design, and AI Ready implementation, page by page. A cycling club that had to look fast even standing still.
01 · The brief
The scenario: a group of Turin cyclists riding three times a week, Superga and Colle Maddalena, wanting to become a real club: name, jersey, memberships, leaderboard. The problem with every amateur cycling club: they all look the same, round logo, stylized bike, English name.
The brief we gave ourselves: an identity that feels like speed without drawing a single bike, and a website that turns the curious into members, with sign-up at the center. Two services, one system.
Two colors. One slash.
The strategy in one line: Scatto is not a sports association, it is a rhythm. The identity had to weigh little and run fast.
Strategy, and the road not taken
First direction explored: heritage, a crest, laurels, "est. 2024" written as if it were 1924. Elegant, but false: the club is one year old and the members have bike computers, not handlebar moustaches. We rejected it.
The chosen direction: stopwatch graphics. Anton condensed, skewed 7 degrees like a rider on a curve. Two colors only: the asphalt blue of the climbs and the sprint green you can see from two hundred meters. And the double slash, the brand's speed line: it cuts jerseys, caps, route maps, and the website.
The identity system
The wordmark: Anton, skewed 7 degrees. The double slash closes the name like a gear shift.
Typography and mark: the condensed face brings the speed, the slash signs everything. No bike ever drawn.
Two colors, full stop. On the climbs you spot the blue, in the sprint you spot the green. Everything else is white.
The applications
The jersey: the slash cuts the chest diagonally. Kits drop in limited editions and sell out, which is the point.
The meetup card: same hierarchy everywhere, days, time, route. To print, to post, to read at a glance.
The website, page by page
Every section is born twice: first as a wireframe, while changing it is cheap, then as design in the brand mood. Here they are side by side.
Page 01 · The hero
Wireframe · before
Design · after
The decision: the club numbers in the hero are not vanity, they answer a visitor's real question ("is this a serious club or four friends?"). The diagonal tape is the only element that breaks the grid: it announces, it does not decorate.
Page 02 · The sign-up
Wireframe · before
Design · after
JOIN THE CLUB//
The first ride is free. Then you decide.
Name Email See you TuesdayThe decision: the button does not say "submit", it says "See you Tuesday". Signing up is a concrete commitment to a concrete date, and conversion rises when the next step is obvious. Two fields, zero friction.
Page 03 · The leaderboard
Wireframe · before
Design · after
CLASSIFICA//
Resets every month. Forgives nothing.
The decision: the leaderboard is the club's social engine, so it is a page, not a post. It updates after every ride and gives every member a reason to come back to the site, which is exactly what a community website must do.
✦ AI Ready, applied
Found by anyone searching "cycling club Turin".
What does an AI assistant answer to "amateur cycling club in Turin"? For Scatto: SportsClub structured data with home base, meetup days, and routes; the rides marked up with Event schema, date by date; answer-first content (when you ride, what it costs, what level is needed); an FAQ written the way cyclists actually ask ("what average speed?", "can I come on a gravel bike?"). The same checklist as every Coodie build.
05 · Why an imaginary client
Imaginary client. Real process.
Scatto does not exist, and we tell you immediately, everywhere. We prefer a declared concept to a portfolio inflated with clients that never existed. What you just read, the strategy, the rejected direction, the wireframes before design, the explained decisions, the AI Ready implementation, is exactly the path of a real engagement. With a real client only one thing changes: the name on the project.
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