PEARL iZUMi REBRAND

Pearl iZUMi has always been known for their quality and inventiveness in creating cycling gear. But in recent years they have strayed the path focusing on hiking, and at home fitness with not-so-incredible crossover that has created doubt in their brand.

As they work to refresh their clothing line focusing back on cycling they needed a brand refresh that convinces cyclists they are dedicated to the rider.

The result is BREAK AWAY, a brand campaign that reconnects with every rider with fully engaged freedom to ride. Every ride is a chance to break away from the everyday distractions, frustrations, or obligations — a time to break away from the rider you once were. Either way, PEARL iZUMi wants to give their riders the tools to get on your bike so that you can seize every opportunity to break away.

BRAND IDENTITY / BRAND CAMPAIGN

How can we refocus PEARL iZUMi on cycling cycling enthusiasts?

KEY CREATIVE

ADVERTISING

CONCEPT VIDEO *NOT PUBLIC

MOTION PRINCIPLES

IN STORE EXPERIENCE

STRAVA + COLLAB

R+D VIDEO CONCEPT

BRAND GUIDE

IN THE FIELD

ROLE
Creative Director / Lead Creative / Lead Art Director

CREATED AT FORT WEST
Chase Stevens: Associate Creative Director / Copywriter
Jon Lutjens: Motion Graphics
Courtney Catterton: Strategy Director
Rob Brooks: Group Creative Director (Mood Video)
Joel Kleinberg: Director of Brand Experience

*NOTE: Images and footage are for creative representation and are not brand-owned.