Branding with
Purpose, Backed
by Science.
BRAND STRATEGY
IDENTITY
BRAND DESIGN
CONTENT
PACKAGING
MOTION
Credits - Thanks to Dustin Ortiz, Chad Hilton and the collective team at Specialized for collaborating. Creative direction and design by Denis Kegler. Design support and illustration by Jodie Beechem. Copywriting and one-liners by Lance Pitcher and Maya Massad. Character animation by Greg Browe. Logo animations and anatomical photography by Kevin Evans. Production by Emily Watts and Maya Massad. Not pictured here: Toby Grubb on future web strategy.
“Specialized creates products
that solve problems.”
.
Mark Cote, CMO
The Specialized Body Geometry team of physicians and product designers have been developing custom equipment that seamlessly connects the rider to their bike to enhance performance.
Built with Purpose, Backed by Science
We partnered with Specialized to rebrand the Body Geometry category, with particular attention to how technology is communicated across key touch-points (hand, foot & seat).
Evolution
This concept evolves the original thinking and logic behind the Body Geometry identity. At its core, it highlights where the body connects with a bike. We boiled it down further to discover its purest essence.
“Less, but better.”
.
Chad Hilton, CCO
The refreshed wordmark leverages clean humanist letterforms with soft edges and playful custom characters paired with geometric balance and alignment (see what we did there?). As you pull away, you are left with a minimal logo that emphasizes the three points of contact.
Sometimes you have to take it too far to reel it back in. We evolved the brand tone from issue to benefit-driven, with a touch of personality. A human tone brings light-heartedness to a dense subject matter, providing balance and interest to a stagnant market. The brand language mimics the consumer’s tone of voice, positioning the brand to feel more trusted and connected.
Clean photography communicates scientific/medical benefits. It is balanced by the illustrated characters that represent the behind-the-scenes functionality of the Body Geometry products in a more light-hearted way.
Best Foot Forward
TUNED FOR EFFICIENCY
Put your best foot forward - Our custom shoes and footbeds increase your power and comfort while keeping you stabilized and aligned for your most efficient ride yet.
Best Seat In The House
POSITIONED FOR COMFORT
We have the best seats in the house - Our saddles and shammies provide total comfort and support for your body type and riding position by reducing numbness and pressure, so your longest rides feel short.
In Good Hands
CONNECTED FOR CONTROL
You’re in good hands with us - Our gloves and grips provide comfort and control for your hands by reducing numbness, pressure, and fatigue so you can ride without restriction.
