Reimaging the digital future of the Top Gear experience.

With a brief to “be audacious, disruptive and start at revolutionary”, DixonBaxi partnered with BBC Studios and the Top Gear in-house editorial, production and digital teams as part of a top to bottom rethink of the experience. Through a series of rapid strategic and creative sprints, the group redefined high-level thematic and content approaches as well as customer journeys and redesigned UI.

Motoring nirvana that expands the world of Top Gear in every direction.

The biggest challenge was to create a truly flexible platform and design system that captures the uniquely entertaining Top Gear attitude and blend of fun with world-class content. From cinematic motoring videos to editorial long-reads and surprising daily sound bites to trusted, well-informed car reviews – as well as seamlessly surfacing a library of over 20 years of motoring nirvana.

Radical, platform-wide rethinking of the experience.

This began with exploration of new innovations, ways to group content, mapping customer journeys for different types of audience and creating new ways to surface decades of amazing motoring content. This was refined into active prototypes which we could test on different devices to further understand pain points and opportunities to elevate the ease and enjoyment.

A roadmap for innovation and a framework for the digital experience.

We built working prototypes of a completely redesigned user experience, from simplification of the architecture, content themes, to a UI that adapts, changes and responds to the user. From new ways to discover, surface content and personalise while feeling immersive, chock-full of thrilling films, editorial and sound-bites.

A uniquely entertaining Top Gear attitude and blend of fun with world-class content.

The result is a dramatically new, personalised and ever-adapting design language created for every screen – from mobile to desktop and beyond. Created to encourage discovery, build the global community and empower users with new knowledge.

A custom typeface brings angular precision.

We developed ‘TG Industry’ – a custom typeface – crafted specifically for the digital experience as well as the TV Show and magazine seen by millions of fans globally. Forged with angular cuts that reference the mechanical form of the Top Gear cog and the sculpted metallic body surfaces that adorn the modern Hyper-car. Created with Mattox Shuler from Fort Foundry.

“This is not a website for the TV show. It’s a new 24/7, always-on experience that expands the world of Top Gear in every direction for a very broad global audience.”