Driversclub

Challenge
Originally known as ILB DriversClub, the brand was undergoing a significant transformation, evolving into the more streamlined and focused identity of DriversClub. The challenge was to manage the transition carefully, ensuring the new brand would resonate with an existing audience while positioning it for future growth. Fluent Format was brought in to guide this shift and implement a high-performance ecommerce platform that could reflect the elevated brand and drive revenue through online sales.

Change
Fluent Format supported DriversClub through its rebrand, helping transition from ILB DriversClub to DriversClub with clarity and confidence. Once the new identity was established, we designed and developed a Shopify site tailored to the brand’s premium aesthetic and performance-focused audience. The site was built using best-in-class ecommerce practices, including gated access, newsletter discount sign-ups, and full Klaviyo integration for automated customer engagement.
Rich photography and videography played a central role, so page speed and performance were critical. We optimised every aspect of the site to ensure a fast, smooth experience for users. Today, we continue to support DriversClub through an ongoing CRO (conversion rate and Optimisation) scope, ensuring the site performs at its best and evolves alongside the brand.

DriversClub evolved its brand to match its ambition - a focused identity and elevated digital experience built for enthusiasts.

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