Giant Bicycles. GO. Creative.
Giant is the largest bicycle manufacturer in the world, producing a wide range of bikes for other brands as well as themselves. In 2004 they called on me to art direct and redesign their advertising identity and set the guidelines for future worldwide branding activities.
I created a new look and feel and defined the “GO” campaign concept. The idea behind “GO” was to signal a new start for Giant as a people brand. The campaign was based on the small moments, sights and sounds that define the cycling experience. Whether expert cyclist or novice all new imagery was made to appeal to each on an individual level.