Rawhyde Adventures
Full Digital Rebrand & Site Redesign
Overview
Rawhyde had a legacy. Since 2003, it had been one of the most respected adventure motorcycle training facilities in the country — operating on a 2,500-acre California property, producing USMCA-certified instructors, and eventually earning the designation as the official BMW off-road motorcycle training academy. But when a new owner acquired the business, the digital presence didn't reflect any of that. The old site was disorganized, the brand had stagnated, and the business wasn't operating at the level it deserved. A complete rebuild — digital and operational — began.
I came in to handle the web design side of that transformation. I also helped design some print materials like business cards for the new staff.
The challenge
Rawhyde wasn't just getting a new website. It was getting a new identity. The incoming owner brought a clear vision: invest in the property, elevate the staff, expand the curriculum, and build something the adventure riding community could be proud of again. He also brought new assets — professional photography and videography shot on location, and fresh branding to match.
My job was to build a site worthy of all of it: one that captured the spirit of adventure riding, clearly communicated a complex set of offerings (training in two states, domestic and international tours, events, rentals, and a merch store), and made it easy for both new and experienced riders to find what they were looking for and book.
My approach
The new photography and video were the backbone of the design — they do the emotional heavy lifting that no amount of copy can replicate. I built the layout to let that media lead. Large-format imagery, open space, and a visual rhythm that feels like movement. The goal was for someone landing on the homepage to immediately feel the need to ride.
Structurally, Rawhyde's offerings needed to be clearly organized without flattening what makes them distinct. Training in California is a different experience from training in Colorado. Tours are a different commitment from a weekend clinic. I worked through the navigation to give each offering its own clear home while keeping the overall structure simple enough that a first-time visitor isn't overwhelmed.
I also made sure the site communicated credibility signals — the BMW Motorrad partnership, USMCA certification, instructor profiles, affiliations with brands like Dunlop and Mosko — because trust is everything. Riders investing in a multi-day training program or an international tour need to know they're in expert hands.
The ADV Tips & Tricks section was another intentional choice — it gives riders a reason to keep coming back to the site even between bookings, builds community, and reinforces Rawhyde's authority in the space.
The result
The redesigned site launched alongside the new brand and media assets as part of a full business revamp. The business is booming — training programs are filling up, the BMW partnership is prominently featured, tours are expanding both domestically and internationally, and Rawhyde has reestablished itself as the premier adventure riding destination in the country. The site now works as a genuine business driver, not just a placeholder.
This project is a reminder that great web design doesn't happen in isolation. When the strategy, the brand, the photography, and the design all pull in the same direction — the result is something that actually moves a business forward.
Before
Established brand with a strong legacy and BMW partnership, but disorganized operations, stagnant digital presence, and a site that didn't reflect the quality or scope of what Rawhyde offered.
Generic layout that buried compelling offerings. No visual identity to match the scale or spirit of adventure riding. Booking and navigation unclear for a multi-faceted business.
After
New owner brought fresh investment, professional photography and video, updated branding, and a vision for expansion — training in two states, international tours, merch, and a membership platform.
Media-led design built around professional on-location photography and video. Open, immersive layouts with clear pathways to book training, tours, and events — all organized for both new and returning riders.
⸻ Final Mock Ups ⸻
Home
About Us
Team Page
Tours - CO to CA
Training Inner Page
Key Design Decisions
Visual - Let the photography lead
The new on-location photography and video were the most powerful assets available. The design was built around them — large format, full-width, with minimal UI clutter. The images do the emotional selling; the design gets out of their way.
UX - Organized a complex offering without overwhelming users
Rawhyde offers training in two states, domestic and international tours, events, rentals, and a merch store — each a distinct experience with its own audience. Navigation was structured so any user type could orient quickly and find their path to booking.
Credibility - Made trust signals prominent
BMW Motorrad Academy status, USMCA-certified instructors, brand affiliations (Dunlop, Mosko, AMA), and rider reviews were all elevated in the design. In the adventure riding world, trust drives bookings — especially for multi-day or international commitments.
Strategy - Built in a reason to return
The ADV Tips & Tricks section was positioned as a community resource — giving riders value between bookings, building brand affinity, and reinforcing Rawhyde's authority in adventure riding beyond just being a booking platform.