TAC × Spokes — Content Strategy & Tone of Voice
THE CHALLENGE
TAC needed the Spokes platform to earn genuine trust with the motorcycle community, not just inform them.
What we did
Assemble partnered with TAC to develop a tone of voice framework for Spokes, built around a single voice: Rider to Rider. We gave that voice a persona, then redeveloped the Spokes website into a rider-focused content hub and built a content strategy.
THE OUTCOME
A dynamic, rider-first website backed by a clear content system that speaks the community’s language.
01
WEbsite redevelopment
Rebuilt the Spokes website around the Rider to Rider voice. New navigation, content hierarchy and page templates designed so every visit feels like advice from a fellow rider, not a government platform.
02
content strategy
12-month content strategy anchored across four content pillars — Ride Ready, Road Smarts, Bike Life, and Rider Voice — with a full channel breakdown, content checklists, and a seasonal content calendar for EDM, social, video, and blog.
03
stats since the launch
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62% growth in indexed content pages (208 → 338)
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90%+ engagement rates on core gear and skills content
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Female audience grew from 29.7% to 33.1%
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30% increase in sessions year on year