A site as cinematic
as the product itself.

Retro electric bikes with a genuine point of view — and a site that wasn't showing it.

Michael Blast is a Calgary-based electric bike brand making something genuinely different. Four models — the Greaser, Outsider, Vacay, and Ponyboy — each with distinct retro character, real Shimano gearing, hydraulic brakes, and the kind of build quality that makes people stop and stare. They ship across Canada and the US and have a growing dealer network across multiple continents.

The product is exceptional. The old website wasn't. It didn't capture the cinematic quality of what they make, it didn't tell the story of each bike individually, and it wasn't built to convert buyers who were seeing the brand for the first time. The brief was clear: bring the site up to the standard of the product.

Selling a feeling, not just a spec sheet.

Electric bikes are a considered purchase. Nobody buys one impulsively — they research, compare, and imagine themselves riding it before they ever hit buy. The site needed to do the emotional work first: make someone feel something before they started looking at wattage and range figures.

The other challenge was scale. Four distinct bike models, each with its own character and target rider — the Greaser for the vintage enthusiast, the Outsider for the off-road adventurer, the Vacay for the cruiser crowd, the Ponyboy as the accessible entry point. Each one needed its own story, its own visual treatment, its own reason to exist on the page.

And all of it needed to work seamlessly across Canada and the US — different currencies, different shipping, different dealer networks — without the site feeling like it was built for two audiences at once.

Cinematic first. Commerce second.

We built the entire site around one idea: you should feel like a rider before you feel like a shopper. The video hero, the lifestyle photography, the dark moody palette — all of it is designed to immerse rather than inform. The specs come later, once you're already sold on the feeling.

• Dark, cinematic visual direction — deep browns and blacks that echo boardtrack-era racing, warm amber accents that feel hand-finished rather than digital. Every colour decision was a deliberate reference to the product's heritage.
• Individual bike pages — each model gets its own full-page experience with dedicated photography, character copy, and a buying journey tailored to that bike's rider. The Greaser page feels different to the Ponyboy page because the riders are different people.
• Video-first hero — a looping Vimeo background that puts you on the road before you've read a word. Immediately communicates that this is not a typical bike brand.
• Dual-market architecture — CAD and USD pricing, Canadian and US shipping logic, and a dealer locator covering multiple continents — all built cleanly into the same site without friction.
• Calgary showroom integration — a dedicated showroom section with real photography, test ride booking, and location details that bridges online discovery with in-person experience.
• Trust infrastructure — verified owner reviews, independent rider video testimonials, and a community section that lets real customers do the selling.

Visual palette

The palette was pulled directly from the bikes themselves — aged leather, polished chrome, raw steel, warm rubber. Nothing was chosen arbitrarily.

michaelblast.com/greaser

A site that sells the experience before it sells the bike.

The redesigned Michael Blast site does what the old one couldn't — it makes you want one before you know the price. Every page decision, from the video hero to the individual model stories to the verified owner reviews, is designed to build desire first and remove friction second.

Built to grow with the brand.

Michael Blast is a brand in motion — new models, an expanding dealer network, and a growing community of riders across North America and beyond. The site was built as a platform that scales with them, not a static snapshot of where they were.

New bike launches, dealer onboarding, community content, and campaign landing pages all slot cleanly into the existing architecture. The foundation is solid — what gets built on top of it is only going to get better.