Giant is the largest bicycle manufacturer in the world, producing a whole range of bikes for other brands as well as themselves. However in terms of market share they have been trailing, so when they decided to close the gap with their competitors they called on us to redesign their advertising identity and create the guidelines for future worldwide branding activities. We created a new look and feel based on the "GO" concept and the small moments that define the cycling experience. The idea for "GO" was to signal a new start and to get more people on bikes.It was the central theme in all of their advertising for multiple seasons. The small moments were captured in various images and were things like the sound of a derailleur and chain dancing while riding rough terrain or the warning sign from the first rider in the pack in a road cycling race. Catalog page #1 Catalog page #2 Catalog page #3 GO logo and icons Back to projects