Colnago bicycles

Project Overview

Vic Sports, the official distributor of Colnago bicycles in select European regions, sought to introduce the prestigious Colnago brand to a broader audience. Colnago, known for its high-end, luxury bicycles, aimed to reach cycling enthusiasts who are not professionals but still value top-tier materials and craftsmanship. The CLX series was designed to appeal to this segment by offering a more accessible price point while maintaining the brand’s exclusivity.

Challenges

The main challenge was to connect with this aspirational segment without diluting the brand's high-end image. We needed to balance the affordability of the CLX series with the luxury and prestige that Colnago is known for.

Strategy and Execution

Our approach started with a deep dive into the target audience’s values and aspirations. We developed a marketing strategy that highlighted the refined yet accessible nature of the CLX series. Through a combination of targeted advertising and strategic branding, we positioned the CLX as the ideal choice for serious enthusiasts who appreciate quality and design, even if they’re not professional cyclists.

A year after successfully positioning the CLX series to the right audience, we emphasize the product's character and personality. The new campaign targeted a younger demographic, where intensity, strength, and passion were key elements of the brand narrative. We crafted a bold and dynamic visual identity that resonated with this audience, ensuring that Colnago remained a symbol of aspiration and achievement.

My Role

I was responsible for the overall strategy, concept development, design, copywriting, and web programming. This project was an opportunity to blend creative design with strategic thinking, ensuring that every aspect of the campaign was aligned with the brand’s values and the target audience’s expectations.