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Diving into the deep, blue, innovative world of fishing
For over 30 years, Black Magic Tackle has upheld a superior standard in the field of fishing equipment. Their diverse product catalogue, comprising over 2,000 items, offers support on every fishing adventure. Each product is the result of extensive research, testing, and quality control — innovation takes precedence, and it has since the company’s establishment. It’s no wonder, then, that Black Magic Tackle has garnered a wide community of passionate anglers over the decades.
N4 was contracted to enliven the company’s existing brand and facilitate community growth through the development of brand and marketing strategies, along with specialist web design and custom web development. The previous website lacked personality and was holding them back from growing their valued community. Our goal was to dive deep into the fishing world, resurfacing with a digital solution that would solidify BMT’s position as a leading provider of fishing equipment and as an education hub.
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Resonating with customers & expanding the community
Black Magic Tackle has a strong global legacy, underpinned by a loyal customer base. Nonetheless, their previous website restricted their ability to deeply engage with this vast audience and foster community growth. Unexpectedly, this challenge intensified with the onset of the 2019 pandemic, as lockdown measures triggered a surge of interest from new markets. This wave of newcomers presented a unique opportunity to grow the BMT community.
Our team was tasked with developing a strategic digital solution that would resonate with the emerging modern fisher while also connecting with BMT’s core customer base. The customer personas were considerably diverse, ranging from small and large retailers to new, casual, and hardcore anglers, proving a challenge in itself. However, we also needed to move swiftly and carefully, supporting BMT to evolve with the market without disrupting the existing brand image and community foundations.
Optimising accessibility with Webflow development
As a Webflow Enterprise Partner, N4 is committed to upholding web accessibility standards. For this project, we reworked the customer journey mapping and layered in simple yet effective user experience principles, ensuring optimal accessibility across the site.
The N4 team also focused intensively on improving BMT’s fishing hub, a place for all anglers — from newbies to experts — to access quality information and engage with the fishing community. This task involved streamlining the content experience and pushing Webflow’s capabilities to the limits.
Dynamic touchpoints with pure personality
Throughout the website design, our team implemented characterful moments through unique animations. The magic of BMT’s personality can be found in every corner, from hover effects in the fishing hub dropdown to the hypnotically interactive ‘Find A Retailer’ content section.
Enhancing the discoverability of 2,000+ products
With such a diverse and expansive product range, Black Magic Tackle needed its new website to support easy exploration across the entire catalogue. By optimising the product navigation and search feature, we empowered users to effortlessly find what they’re looking for and discover other products along the way.
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“N4 remained calm, focused and supportive at every step of the process and have genuinely worked hard to understand what we and our business needed. And they've delivered!!”
Tracy Goodes
Marketing Lead, Black Magic Tackle
, N4