VIDEO
A website fit for a world champion
Shot Darts is one of those businesses that has such a rich and intriguing story that you can’t not get passionate about what they have achieved, and where they have ended up.
Born from a little town in the middle of New Zealand, Shot is now one of the leading dart manufacturers in the world, and to top it off they sponsor the world champion, Michael Smith.
N4’s have had the privilege of playing a little part in bringing that story to more people around the world through their brand and digital platforms.
Details
Evolving a brand whilst retaining their legacy
The Shot brand goes back more than 50 years. A family run business, with deep rooted connections and a loyal customer base that stretches the globe. So you can imagine the pressure we were under to help evolve their brand, a brand with such history. However we all agreed it was a necessary step to help shift the brand so it could perform in both the physical and digital formats.
Initially we wanted to push and challenge the Shot team and extend the brand into a new territory, but we won’t lie, that didn’t work. So we went back to the drawing board, and took on the Shot teams feedback to craft something that refined their existing mark, whilst amplifying their elements to help convey the history, whilst dramatizing their new future.
Appreciation of their craft
The pure creativity and craft that Shot delivers is not something you often come across in business, especially at their scale. So it was really important for N4 to deeply understand and engage with the Shot team to ensure we could deliver to their level of thinking, in every aspect and output.
The world champion effect
Delivering the entire website from scratch was an involved process. Shot not only sells a lot of different types of darts, but a number of accessories. So ensuring people could explore and discover was critical. And further to that, the new site needed to align with the news of Shot being that sponsor for the world champion, Michael Smith.
Bringing the action
Darts are a precision instrument. Each dart goes through an extensive process and is thoroughly inspected before leaving the factory. We wanted to convey this level of precision and craftsmanship into the website through the use of some motion and effects, whilst still allowing for a seamless and effective user experience.
words
“N4 developed a deep understanding of our brand and interpreted this seamlessly into our rebrand and new website. We had several large projects on the go at once, and at no time did it feel daunting; the team is so professional and a pleasure to work with. Highly recommend.”
Emma Williams
Marketing Manager, Shot Darts
, N4