Cycle Gear brand strategy & national campaign

Goals: Update Cycle Gear brand strategy with refreshed personas, updated visual identity, new tagline and a national television campaign to drive brand awareness for the new concept retail experience.

Concept: Produce three narratives speaking to our Racer, Family and Commuter personas. Shoot in Austin, TX for the variety of riding scenarios and scenic backdrop. Use the anthem spot to bridge all three personas with customer-specific :30 spots for OTT and social targeting.

Deliverables:

• Updated brand positioning, customer strategy & personas

• New visual identity and tagline

• National TV campaign — :30 (4), :15 (3)