Project overview:

‍The Mt. Washington Hillclimb is one of the most iconic and grueling cycling events in the world, climbing nearly 4,700 vertical feet over 7.6 miles. The race is both a badge of honor for cyclists and the largest annual fundraiser, generating around $300K each year for Tin Mountain Conservation Center. I partnered with the event team to redesign their website and communications, capturing the race’s prestige while improving the participant experience.

Opportunity:

‍Despite the race’s legendary reputation, its digital presence hadn't kept pace. The site was difficult to navigate and failed to convey the energy, camaraderie, and triumph that define the Hillclimb. The opportunity was to reimagine the digital experience, inspire riders, inform supporters, and strengthen the event’s role as a vital fundraiser.

Solutions:

• Immersed in the race’s history and spirit to build a design system rooted in endurance, grit, and achievement.
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• Developed a bold, dynamic visual identity using dramatic imagery, strong typography, and mountain-inspired color.
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• Rebuilt site architecture for clarity with streamlined registration flows, detailed FAQs, and spectator guides.
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• Integrated storytelling elements such as rider testimonials, historical milestones, and interactive course maps to capture the emotional intensity of the climb.
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• Ensured accessibility and usability for participants, donors, and sponsors.

Results:

• Delivered a modern and responsive website aligned with the race’s prestige and legacy.
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• Increased registrations and strengthened fundraising outcomes in the seasons after launch.
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• Received overwhelmingly positive feedback from riders, sponsors, and community members praising the site’s ability to capture the race’s spirit.
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• Established a digital home that builds anticipation, fosters connection, and supports Tin Mountain’s conservation mission.

Role:
Communications and design lead (web strategy, design, storytelling)