AdMore Lighting, rebuilt around the rider.

Two decades of Calgary-built motorcycle lighting, and a site that read like a parts list. I rebuilt it around what riders actually buy: being seen.

Before and after

Before: the current admorelighting.com homepage, captured in September 2026. The new site is launching soon.

The new homepage on an iPhone. Hover a phone to scroll the page.Tap a phone to scroll the page.

A generic photo carousel where the brand story should be.
A crowded header: a search bar, three account links and eight menu items competing.
551 products across 79 categories, with no clear path to the right fit.
The best proof, Dragons’ Den and 845 five-star reviews, easy to miss.

01
A story-first hero
The carousel is gone. A riding film now carries one clear promise: “Be safe. Be seen.”
02
The hero product, explained
The Light Bar Pro gets its own chapter, with a 3D viewer and a plain-English brake explainer.
03
Proof up front
Dragons’ Den, the 4.81 star owner rating and “designed in Calgary” sit right under the headline.
04
Riders, not reviews
Video stories from real riders on real roads, each tagged with the bike they ride.
05
Six clear menu items
Shop, Find your fit, Rider stories, Our story, Blog and Support. That’s it.
06
A catalogue you can browse
The brands regrouped into collections, each with one line on what it’s for.

What changed on the homepage, side by side.

Item	Before	After
First screen	A product photo carousel	A riding film and one promise: “Be safe. Be seen.”
Header	A search bar, three account links and eight menu items	Six clear menu items
Proof	Dragons’ Den and the reviews, easy to miss	Dragons’ Den, the 4.81 star rating and “designed in Calgary” under the headline
Catalogue	551 products across 79 categories	Brands regrouped into collections, each with one line on what it’s for
Social proof	Star ratings	Video stories from real riders, tagged with their bikes