In
2023,
our
team
was
tasked
with
revitalizing
the
PEARLiZUMI
brand,
renowned
for
empowering
elite
cyclists
to
surpass
their
limits.
 
Once
synonymous
with
cycling
excellence,
PEARL
faced
new,
innovative
competition,
necessitating
an
upgrade
in
product
quality
and
subsequently
turning
to
us
to
enhance
consumer
communication.

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Our first task was to step back and evaluate the brand, helping them to find their place. Our strategy team spearheaded a comprehensive revamp of the brand’s foundation. Though I was not thoroughly involved in this phase, it was integral in setting us up for success as we proceeded to build the brand expression.

Once in the brand expression phase, we aimed to create a bold new look, consumer-facing messaging, an evergreen toolkit, and a brand tagline. The entire project transitioned to the internal creative team for execution, emphasizing the need to establish the visual system and provide demonstrations for their success.

Disclaimer – All video content is directional setting swipe pulls.

For the quarterly sales meeting, I put together a hype video to unveil the new direction for the brand. This coincided with the introduction of their new innovative product line and truly heightened the excitement for what’s to come.

BREAK AWAY TAGLINE

Every time you get on the bike is an opportunity to break away. Some rides are spent breaking away from the pack or from the rider you were yesterday. Other rides are a chance to break away from the everyday distractions, frustrations, or obligations. Either way, PEARL iZUMi wants to give you the tools to get on your bike so that you can seize every opportunity to break away.

GCD
  • Rob
    Brooks
CD
  • Ryan
    Doggendorf
ACD
-
COPY
  • Chase
    Stevens
Sr.
Designer
  • Andrew
    Langford