website for a running challenge brand with shopify integration
Budget: £750 – £1,500 GBP
Website Design Brief
Brand: Rebellious Streak
Project: Website Design & Build
Budget: Open to proposals (lean startup phase)
Timeline: Ideally 3–4 weeks
1. Project Overview
Rebellious Streak is a new endurance lifestyle brand built around a simple idea:
Earn it your way.
The brand challenges the commercialisation and exclusivity of endurance events by encouraging people to complete iconic routes and challenges on their own terms.
Examples include:
Running the London Marathon route independently
Completing the West Highland Way
Cycling famous sportive routes
Hiking classic trails
Participants record, share, and celebrate these efforts as part of a grassroots movement.
The brand will combine:
A community-driven endurance movement
Apparel
Route challenges
Storytelling content
The website will be the hub of the brand.
2. Goals of the Website
The website should:
Explain the concept quickly
Build brand identity
Encourage people to join the movement
Sell apparel
Showcase route challenges
Host storytelling / video content
Think:
Part endurance movement, part apparel brand.
3. Target Audience
Primary audience:
Runners
Cyclists
Endurance athletes
Adventure seekers
People frustrated by expensive / oversubscribed events
Characteristics:
Age: 25–50
Performance focused
Independent mindset
Enjoy Strava / outdoor culture
Interested in meaningful challenges
Brand personality:
Rebellious
Independent
Authentic
Performance-driven
Anti-corporate
4. Design Direction
The visual identity draws inspiration from:
Street poster / propaganda aesthetic
Endurance culture
Minimalist outdoor brands
Key tone:
Bold, simple, confident
Colours (current direction):
Navy
Orange
White
Typography:
Strong, upright, bold
No gimmicks
Visual references:
Patagonia storytelling
Gymshark simplicity
Obey / street poster influence
Strava community culture
5. Website Structure
Initial site will be relatively simple.
Homepage
Sections:
Hero section
Short brand manifesto
Featured route challenge
Apparel highlights
Community call to action
Content / storytelling
About
Brand philosophy
The idea behind Rebellious Streak
The “Earn it your way” mindset
Routes / Challenges
Each route should have a page including:
Route description
Map
Key stats
Completion badge / apparel
Community stories
Example routes:
London Marathon Route (independent run)
West Highland Way
Other iconic routes
Apparel
Simple ecommerce store:
Initial range:
T-shirts
Quarter zip long sleeve
Route completion shirts
Important note:
Pricing will be accessible.
Example:
T-shirts ~ £30
Community
Encourage people to:
Share efforts
Tag #Rebel or #RebelliousStreak
Upload stories or photos
This may start simple and grow later.
Content / Stories
A storytelling hub:
Route attempts
Videos
Athlete stories
Blog articles
6. Functionality Requirements
Must have:
Mobile first design
Fast load times
Simple CMS editing
Ecommerce capability
SEO friendly
Ability to scale later
Preferred platforms:
Webflow
Shopify
WordPress (if done cleanly)
Open to recommendations.
7. Deliverables
Expected deliverables:
Full website design
Desktop + mobile layouts
Build and deployment
CMS setup
Ecommerce integration
Basic SEO setup
Nice to have:
Simple brand animation
Route page templates
Content templates
8. Success Criteria
The website should:
Clearly explain the movement in 10 seconds
Feel bold and distinctive
Encourage people to join the community
Make apparel easy to buy
Be easy to scale
9. What We’re Looking For
We are looking for someone who can:
Think creatively about brand and storytelling
Build a clean, modern site
Work with a startup mindset
Potentially collaborate long term
Please include:
Portfolio
Platform recommendation
Rough timeline
Estimated cost
Brand: Rebellious Streak
Project: Website Design & Build
Budget: Open to proposals (lean startup phase)
Timeline: Ideally 3–4 weeks
1. Project Overview
Rebellious Streak is a new endurance lifestyle brand built around a simple idea:
Earn it your way.
The brand challenges the commercialisation and exclusivity of endurance events by encouraging people to complete iconic routes and challenges on their own terms.
Examples include:
Running the London Marathon route independently
Completing the West Highland Way
Cycling famous sportive routes
Hiking classic trails
Participants record, share, and celebrate these efforts as part of a grassroots movement.
The brand will combine:
A community-driven endurance movement
Apparel
Route challenges
Storytelling content
The website will be the hub of the brand.
2. Goals of the Website
The website should:
Explain the concept quickly
Build brand identity
Encourage people to join the movement
Sell apparel
Showcase route challenges
Host storytelling / video content
Think:
Part endurance movement, part apparel brand.
3. Target Audience
Primary audience:
Runners
Cyclists
Endurance athletes
Adventure seekers
People frustrated by expensive / oversubscribed events
Characteristics:
Age: 25–50
Performance focused
Independent mindset
Enjoy Strava / outdoor culture
Interested in meaningful challenges
Brand personality:
Rebellious
Independent
Authentic
Performance-driven
Anti-corporate
4. Design Direction
The visual identity draws inspiration from:
Street poster / propaganda aesthetic
Endurance culture
Minimalist outdoor brands
Key tone:
Bold, simple, confident
Colours (current direction):
Navy
Orange
White
Typography:
Strong, upright, bold
No gimmicks
Visual references:
Patagonia storytelling
Gymshark simplicity
Obey / street poster influence
Strava community culture
5. Website Structure
Initial site will be relatively simple.
Homepage
Sections:
Hero section
Short brand manifesto
Featured route challenge
Apparel highlights
Community call to action
Content / storytelling
About
Brand philosophy
The idea behind Rebellious Streak
The “Earn it your way” mindset
Routes / Challenges
Each route should have a page including:
Route description
Map
Key stats
Completion badge / apparel
Community stories
Example routes:
London Marathon Route (independent run)
West Highland Way
Other iconic routes
Apparel
Simple ecommerce store:
Initial range:
T-shirts
Quarter zip long sleeve
Route completion shirts
Important note:
Pricing will be accessible.
Example:
T-shirts ~ £30
Community
Encourage people to:
Share efforts
Tag #Rebel or #RebelliousStreak
Upload stories or photos
This may start simple and grow later.
Content / Stories
A storytelling hub:
Route attempts
Videos
Athlete stories
Blog articles
6. Functionality Requirements
Must have:
Mobile first design
Fast load times
Simple CMS editing
Ecommerce capability
SEO friendly
Ability to scale later
Preferred platforms:
Webflow
Shopify
WordPress (if done cleanly)
Open to recommendations.
7. Deliverables
Expected deliverables:
Full website design
Desktop + mobile layouts
Build and deployment
CMS setup
Ecommerce integration
Basic SEO setup
Nice to have:
Simple brand animation
Route page templates
Content templates
8. Success Criteria
The website should:
Clearly explain the movement in 10 seconds
Feel bold and distinctive
Encourage people to join the community
Make apparel easy to buy
Be easy to scale
9. What We’re Looking For
We are looking for someone who can:
Think creatively about brand and storytelling
Build a clean, modern site
Work with a startup mindset
Potentially collaborate long term
Please include:
Portfolio
Platform recommendation
Rough timeline
Estimated cost