YETI CYCLES

Gone are the days when intangible associations and values alone equate to brand success. Values only have meaning when realized through behaviour. When mountain biking’s most iconic brand, Yeti Cycles, tasked GFC with contemporizing their relationship with riders, we knew the work would be valued on impact. Period. The brief was simple – prove that when you ride a Yeti, you take on more than just the ownership if a bicycle. We repositioned product and initiatives to facilitate the lifestyle in ways other brands simply can’t, or won’t. It manifested in the phrase, More than Myth. Living up to the promise lead to an approach of “do cool shit, talk about it.” This is what transpired.

Strategic Platform Development
Campaign Concepting
Art Direction
Copywriting
Video
Print & Digital Production
Trade Show Booth

 
 
 

100 Genre Killing Millimetres

Yeti Cycles Website

SB100

Yeti Quiver Book

100 Genre Killing Millimetres - Print Ad

Gnarniverse - Print Ad

Yeti ARC PosterMore Than Myth - Print Ad
Bite off more than you can chew, the aftertaste is sweeter.
More Than Myth - Print Ad

 


Yeti Cycles Handbook
Yeti Cycles Handbook
Yeti Cycles Handbook
Yeti Cycles Handbook
Yeti Cycles Handbook
Yeti Cycles Handbook
Yeti Cycles Handbook

 
 
 
 

Down to Fun - Print Ad
Sliding Yeti Logo