SRAM Road

People loved to root for SRAM when they were the underdog squaring off with SHIMANO, the world’s biggest cycling component brand. And even though the world’s best road racers had won every major grand tour and monument on SRAM, those victories brought big expectations. We needed to develop an entirely new way to present SRAMs road offerings – one that spoke to all drop-bar cyclists as equals. SRAM needed a rally cry. An emotive, infectious, and empowering challenge to explore. To get fit again. To chase podiums. To get lost. To open the road.

SCOPE
Strategic brand platform, Brand Visual and Verbal Style guide, Product Naming, Product logo design, Product Launches, In-store POP, Tradeshow booth graphics, Campaign concept, Writing, Art Direction, Video production
 
 

 
 

SRAMs revolutionary wireless electronic drivetrain RED eTap introduced the cycling worlds first shift logic inspired by the paddle shifting found in F1 cars.

 
 

DEVELOPING A PREMIUM LOOK TO MATCH PREMIUM PRODUCT.

We helped unveil the Grand tour ready RED eTap to the world, participating in product naming, logo design and even working with SRAMs ID design team to apply the product graphics to new gruppo themselves.

 
 


POCKET SIZED FIREPOWER

Bike shops needed tools to help share the advantage of SRAMS new product. We created these credit card sized pocket guides as an analog (but effective) tool they could keep with them and share with customers.

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A FRESH START MEANT A FULL BRAND RESET.

It began with a radically new flat positioning their product line – completely counter to the competitions vertical and off-putting trickle down technology play that assumes only the pros are worthy of real innovation.


 
 

A BADASS REMINDER TO KEEP THINGS SIMPLE.

With RED eTap, you get the worlds most advanced shift logic. A shift logic that’s also the simplest: tap the right paddle to shift to a harder gear, tap the left paddle to shift to an easier gear. To unveil the logic to the racing world, we created temporary knuckle tattoos for SRAMs pro teams that explains how to use eTap in just two words.