Expanding into new markets by launching a website

The BEAL brand is well-known and recognized for its dynamic ropes in bright colors and numerous technical innovations that are universally appreciated by climbers. We drew inspiration from these vibrant colors for the visual identity. A bright, neon green is used in various accents throughout the website. It stands out from the competition, whose visual identities tend to be more neutral.

The Audimat typeface was chosen for its original and elegant style, which is well-suited to high-end products. Nothing was left to chance, as the slight offset on the letters echoes climbing holds.

The site’s identity relies heavily on showcasing visuals. For each category, extensive research was conducted to find photos that ensure each activity offers an immersive experience in a realistic setting where users can imagine themselves there.

Some photos have been edited to bring out the colors by slightly increasing the saturation. The edges of the photos feature a scratched effect to evoke the outdoor setting.

A members-only area allows distributors to log in. Once logged in, certain sections are updated to meet the needs of professionals. The site has been optimized to help them work more efficiently. Right on the home page, a search bar lets users enter product codes and quantities instead of searching by name.

• The back office is connected to the customer’s ERP system. All prices excluding tax applicable to distributors are obtained through this system.
• Another specific feature: there are three drop-down menus for languages, shipping options, and currencies. This was a special request from the BEAL team so that users could select each of the three independently.
• Finally, in each category, you can add a PDF file containing information required only by business customers.