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 SRAM’s road offerings – one that spoke to all drop-bar cyclists as equals.

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.


 
 

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.