The Mt. Washington Hillclimb is one of the most iconic and demanding cycling events in the world, climbing nearly 4,700 vertical feet over 7.6 miles. As the event continued to grow in stature and participation, its website played an increasingly important role in supporting registration, storytelling, and fundraising for Tin Mountain Conservation Center.
The opportunity was to ensure the digital experience reflected the significance of the race itself, supporting participants, supporters, and sponsors with clear information while capturing the spirit, camaraderie, and achievement that define the Hillclimb.
We partnered closely with the Hillclimb team to understand the race’s history, audiences, and operational needs. The work focused on creating a digital experience that felt as demanding and rewarding as the climb itself, balancing emotional storytelling with clarity and usability.
A visual system rooted in endurance and elevation set the tone, while site architecture was refined to support registration, FAQs, and race-day planning. Rider stories, milestones, and interactive course elements helped build anticipation and community, and the site was designed with accessibility, performance, and long-term maintainability in mind.
The redesigned website uses dramatic photography, strong typography, and mountain-inspired color to convey the scale and challenge of the race. Clear navigation guides participants from registration through race day, while storytelling elements help build anticipation and connection within the Hillclimb community.
The new website provided a durable digital platform aligned with the stature and legacy of the event. In the first season following launch, the Hillclimb experienced increased registrations and fundraising success, along with consistently positive feedback from riders, sponsors, and community members.
