Project Overview

Giant came to us in need of a branding theme for their world class cycling team. They wanted a look that has flair but also keeps the refined, simplistic brand standards that their base was familiar with in play. Basically, we were asked to re-develop an identity for “The Best Bicycle Company in the World”. No pressure, right?

Not a problem. We knew that subtlety was probably the most important consideration for us in addressing this challenge. The guidelines made “what to do” easy, but the “how to do it” part was another story. This was definitely a challenge worthy of the creative minds here at BASIC!

We found that with some simple image-ghosting and creative new uses of the shapes and forms already in play, we could stay on-brand with the company and still provide a fresh new “look” for the team. We provided them with a fresh refurbishing of their old look with some new style and flair. Then we incorporated the fresh brand identity into promotional materials and slapped their fresh new look all over the newly designed pit area and team environments.

Branding Services

• We designed their team uniforms.
• We developed the look of their pit area and team environments.
• We put together the marketing and promotional materials for the team.