SARIS CYCLING
Telling the Hero's story
SARIS CYCLING
Telling the Hero's story
Saris Cycling makes products for serious cyclists that measure power and help you train. But they were stuck in a functional benefit war. After some qualitative research we found that cyclists believe that they have more to give if they could just find it. The idea, "The Power is in You" was hatched. We walked away from the common cycling visuals of some idealized world and instead opted for celebrating pain. It's a classic hero archetyipical story.
The honesty was rewarded with a 42% increase in sales all attributed to the advertising.
Saris Cycling makes products for serious cyclists that measure power and help you train. But they were stuck in a functional benefit war. After some qualitative research we found that cyclists believe that they have more to give if they could just find it. The idea, "The Power is in You" was hatched. We walked away from the common cycling visuals of some idealized world and instead opted for celebrating pain. It's a classic hero archetyipical story.
The honesty was rewarded with a 42% increase in sales all attributed to the advertising.
MILIO'S SANDWICHES
I'm a paragraph. Click here to add your own text and edit me. It’s easy. Just click “Edit Text” or double click me to add your own content and make changes to the font. I’m a great place for you to tell a story and let your users know a little more about you.
Think + Make Brand Creators
MADISON, WI BRANDING
Madison is a unique place that's been described as 77 square miles surrounded by reality. Madison doesn't have a Space Needle, a Golden Gate Bridge or a Miracle Mile. What it does have is a quirky, vibrant vibe. We designed a system that captured the eccentricity and vibrancy of the Madison scene.
ORGANIZING IDEA
Madison's airport code is MSN and while airport codes have been used in place branding before, we did something more interesting that just put it on luggage tags by reimagining all the things that MSN stands for. Want to talk about restaurants? "Must Scarf Noms." Want to talk about eclectic shopping? "Mundane Said Nobody."
We created stickers that the Visitors Bureau could put on shops and points of interest and made the each connect to an augmented reality experience.
The voice of the brand became more vibrant and pithy than other place-based communication. We created an Alexa skill that used the unique voice to give suggestions on what to visit in Madison.
