The Vacuum

Research, Creative Strategy, Design, Art Direction, Copywriting, Motion Graphics


SRAM pushes boundaries when it comes to cycling technology and it was an exciting opportunity to work with them to help launch a new entry-level MTB component line, refine their brand messaging and have fun with some conceptual design work.
Much of our work focused around a new technology launch, the introduction of the GX line of MTB components, touted as the next generation of performance level products by SRAM. Our initial research led the GX launch asset creation, which included the concepting and development of product family and category stories, category taglines and positioning, technical copywriting, graphic design, video art direction and graphic animation. We were able to tell an approachable and aspirational product series story that was on-brand and on-target, helping set the stage for SRAM and their industry customers to launch the GX product.
In order to develop a strategic approach to the wide breadth of work we were tasked with, thorough market research was undertaken. This research resulted in a series of consumer profiles, as well as a detailed look into current market trends and a competitive analysis.
We used these key findings to direct conceptual work on wordmark design, as well as the development of a new SRAM MTB brand tagline and positioning statement. Our tagline work evolved into “The Power of Bicycles”, which was used as the overarching SRAM brand global positioning statement, as well as the tagline for the great work they do with the World Bicycle Relief charity organization.