Bike dealer sites sell stock. This one sells the relationship. Fahrrad Imle is a CUBE specialist with three shops outside Stuttgart, and the brief was to put the catalog inside the dealership instead of the other way around. The hero opens on a single bike under a strap that reads as a maker's statement, not a discount banner. Category cards behave like aisle signage in the real shop — same all-caps voice, same stenciled grammar. The customer who lands online recognizes the brand they'll meet in store.
The catalog is the manufacturer's job. The dealership is ours. Each shop gets its own page with live opening hours, an open/closed pill, and a direct route into the service-booking flow — the way a regular would phone the branch, condensed into one screen. Leasing, financing, and maintenance break apart into three surfaces with the terms laid out inline rather than buried in a brochure. The booking form moves the customer from drop-off branch to bike specifics to insurance status in three steps —> the workshop receives the ticket already triaged.
The project shipped on CUBE's stock photography — fully spec'd bikes, factory lighting, no room for the dealership's voice in the imagery itself. The 3D pass is a post-project exercise: what the brand surface could have looked like if Fahrrad Imle owned the renders instead of inheriting them. The bike was modelled from the frame outward — wheelset, drivetrain, brake assembly built as separate components, lit only once the geometry was final. Staged on a single dark backdrop with one light source —> a hypothetical library where new model years drop in without re-rigging the scene. Not what shipped. What could have.
The result reads as a single dealership surface — catalog, service booking, locations, careers, contact all sitting inside one type system and one promo grammar. The on-screen voice carries the dealership's own typographic quirks instead of defaulting to the manufacturer template, so the brand stays recognizable across every touchpoint the shop owns. Phone traffic drops as the booking flow takes the load. Applicants self-select by tone before they ever see a job description. The dealer keeps its identity in a category where most resellers disappear behind the manufacturer's brand.
