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Branding fit for a giant

Guillermo Callau

A full circuit brand calibration for Dynamic Cycling Fit, a premium, performance-enhancing bicycling experience.

The Dynamic Cycling Fit experience

Dynamic Cycling Fit (DCF), a product owned by Giant, the world's largest bicycle manufacturer, was initially designed to help riders improve their performance by finding the ideal bike setup.
Manyone was engaged to build a distinct, first-rate brand experience across all touchpoints that would allow DCF to claim its rightful place in the global cycling ecosystem.

In a tight-knit global team effort, the product and communications teams from Giant and Manyone developed a bold and elegant suite of branded experiences – across digital and physical, visual and written, product and communication.

“Manyone managed to capture and distill the core values of the Dynamic Cycling Fit program, and with a very structured yet still flexible approach the DCF brand was born in a smooth collaboration. The Manyone team showed a great balance between brand development while ensuring the brand was developed with real life adaptation across online, app and offline in the development process.”
Rasmus Yu Limschou Global Head of Digital Transformation, Giant Group

The new brand platform and narrative support on-target communication and rollout by defining naming and messaging principles.

Manyone's full circuit brand calibration for Giant and DCF included:

Brand strategy
Brand experience
Visual identity
Digital ecosystem overview
Naming strategy
Product User Analysis
Application UX & flows optimisation
Application design
Brand activation
In-store experience

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Client: Giant
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