BECOMING AMERICA’S BIKE SHOP
Jenson USA, once recognized primarily as a discount outdoor retailer, set its sights on becoming the go-to destination for cycling enthusiasts across the country—aiming to earn the title of “America’s Bike Shop.” The challenge was to overhaul the brand’s visual identity, ensure consistency across all consumer touchpoints, and develop marketing campaigns that would resonate deeply with the cycling community.
Approach: As Creative Director, I led the strategic and creative efforts to redefine Jenson USA’s brand, focusing on key areas:
- Brand Realignment: I spearheaded a comprehensive brand realignment to reposition Jenson USA from a general discount outdoor retailer to a specialized, top-tier bike shop. This process involved deep research into the cycling market and understanding the needs of the core consumer base. The result was a refreshed visual identity that embodied the spirit and passion of cycling enthusiasts.
- Design & Visual Identity: I directed the redesign of all consumer-facing elements, including the Jenson USA website, retail store layouts, corporate office environments, and tradeshow/event booths. The goal was to create a cohesive and visually engaging experience that would solidify Jenson USA’s position as “America’s Bike Shop.”
- Marketing & Campaign Development: I developed and executed targeted visual campaigns that supported the brand’s new positioning. This included managing the creation of email marketing campaigns, affiliate marketing materials, and partner pitch decks. I also directed video and photo shoots to ensure consistent and compelling brand messaging across all platforms, emphasizing Jenson USA’s expertise and dedication to cycling.
- Team Leadership: I provided direction and leadership to internal creative teams—comprising photographers, designers, and copywriters—as well as external freelance talent. This collaborative approach was crucial in maintaining the highest standards of creativity and execution across all initiatives.
Results:
- Brand Transformation: The realignment of Jenson USA’s brand successfully shifted its market perception from a discount retailer to a premier destination for cycling enthusiasts. The refreshed visual identity and strategic campaigns positioned the company as “America’s Bike Shop.”
- Increased Brand Recognition: The rebranding efforts led to a significant increase in brand recognition, with Jenson USA becoming instantly recognizable as a trusted name in the cycling community.
Conclusion: Through strategic brand realignment, creative direction, and focused marketing campaigns, Jenson USA successfully transitioned from a discount outdoor retailer to “America’s Bike Shop.” This project not only elevated the brand but also established Jenson USA as a leading authority in the cycling industry, paving the way for sustained growth and market leadership.