A full circuit brand calibration for Dynamic Cycling Fit
Dynamic Cycling Fit (DCF) is a premium, performance-enhancing bicycling experience service by Giant, the world’s largest bicycle manufacturer. DCF aims to enhance rider performance through optimized bike setups. Manyone collaborated with Giant 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.
Creating a cohesive brand ecosystem
Giant’s DCF needed a distinctive brand experience to stand out in the competitive cycling market. The challenge was to craft a comprehensive brand experience that seamlessly integrates digital, physical, and in-store touchpoints, positioning DCF as a leading global cycling solution.
A bold and elegant suite of branded experiences
In a tight-knit global team effort, we partnered with the product and communications teams at Giant to develop a bold and elegant suite of branded experiences – across digital and physical, visual and written, product and communication. We collaborated closely to ensure smooth brand activation across all touchpoints.
A new brand platform for global recognition
The new brand platform and narrative support on-target communication and rollout by defining naming and messaging principles. With enhanced digital and physical interactions, the new DCF brand experience reflects Giant’s core values while elevating its global presence – and positioning it for future growth.
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
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