Boardman Bikes needed to enhance its credentials and grow brand awareness among novice and expert riders. To do that, its people needed to showcase their passion and experience.
A lot of people didn‘t seem to make the connection between Boardman Bikes and British cycling legend Chris Boardman. That was the first hurdle we needed to overcome. The second was to bring the team‘s passion for riding and sense of togetherness to life.
We designed the new B symbol in the style of the peloton and tucked the C for cycles inside the B of Boardman. We introduced the inclusive and reassuring ’Out there with you‘. And we applied a daylight-inspired palette to imitate the daytime hues of the ride.
“Elmwood’s creativity helped us redefine our brand identity, giving us the launch pad needed to take the brand to the next level, and inform our long-term strategic direction.”