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Branding fit for a giant
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- Guillermo Callau
- Partner, Head of Team
- Send an email
A full circuit brand calibration for Dynamic Cycling Fit, a premium, performance-enhancing bicycling experience.
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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.
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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.
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“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.”
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The new brand platform and narrative support on-target communication and rollout by defining naming and messaging principles.
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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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