Accel

Accel is an outdoor lifestyle brand built to make movement, exploration, and everyday adventure feel effortless.

Accel creates products and experiences for people who want to spend more time outside. As the brand grew, its digital presence struggled to communicate that same sense of freedom, energy, and simplicity.

We partnered with Accel to reshape its identity and website around a clearer, more flexible system — combining bold imagery, confident typography, and intuitive navigation to create an experience that feels as effortless as the brand itself.

Accel had the energy of a growing brand, but its digital experience wasn’t keeping pace with where the business was heading.

As Accel expanded, the website had become harder to navigate and less consistent across key touchpoints. Strong photography and personality were there, but the experience lacked the structure needed to communicate the brand clearly.

The challenge was to simplify the journey without stripping away its character — creating a system that could feel expressive and energetic while making products, content, and actions easier to discover.

CLARITY

Simplify the experience so visitors can understand Accel and find what matters faster.

CONSISTENCY

Bring typography, imagery, layout, and interaction into one cohesive visual system.

CONVERSION

Create clearer pathways from exploration to meaningful actions throughout the website.

“Cerno gave us more than a new website. They created a system that finally feels like us — clear, energetic, and much easier for our audience to navigate.”

David Finn

CEO

We turned Accel’s fragmented digital presence into one clear, flexible system built around movement, simplicity, and brand character.

We began by restructuring the experience around the information users actually needed. Navigation was simplified, content was prioritised, and each page was given a clearer purpose so the journey felt more intuitive from the first interaction.

The visual direction combined bold lifestyle photography, confident typography, generous spacing, and subtle motion. Rather than overwhelming the experience with effects, every interaction was designed to reinforce Accel’s sense of energy and movement.

Behind the visuals, we created a modular design system that could grow with the brand — giving the internal team consistent components, layouts, and patterns they could reuse across new products, campaigns, and content.

The new experience gave Accel a clearer identity, a smoother journey, and a stronger foundation for growth.

With a more focused structure and a consistent visual system, visitors could understand the brand faster and move through the site with less friction. The experience felt more intentional, while still keeping the energy that made Accel distinctive.

The redesign also gave the team a flexible system they could build on — making future campaigns, product launches, and content easier to roll out without losing consistency.

+42% CONVERSION

More visitors moved from exploration into meaningful actions.

+31% ENGAGEMENT

Users spent longer interacting with key pages and content.

−24% BOUNCE RATE

A clearer structure helped more visitors stay and explore.

1.8× KEY ACTIONS

More users completed the actions that mattered most to the business.