Since 2011 we have worked closely with Sport1 and Xeed to go head-to-head with international brands.
Our initial impression of the Xeed bikes was that they had no real personality when compared to the other brands in the store. Customers would better identify with Xeed if it stood out visually, as well as clearly communicating the quality and purpose of each bike.
We got started by giving the bikes a new visual profile, which included a new wordmark, logo, and colors made to match the intention of each bike. To avoid customers feeling overwhelmed by the selection, we created a ”cheat sheet” for display on each bike, giving details on their recommended terrain and activities.
The bike frames received an enormous amount of attention as we identified common denominators and key differences. We made it a point to use the real estate of the frame to denote the intention of the bike – speed bikes had to ”look” fast in silhouette and design, for example – and we placed the new graphics accordingly. We developed a bike matrix for the sales staff, further clarifying the differences in composition, weight, intended use, and other details. We worked closely with Sport1 and their manufacturing company in China, even traveling there personally to ensure the tightest dialogue possible between all parties.
Since we took on the project in 2010 the sales have gone up dramatically. We are currently working on our 7th season of bikes for Xeed and have some exciting new changes to the lineup.