THE MEANING OF CYCLING
When Biehler came to us, they were wanting to position themselves as the
‘Patagonia’ of cycling. We collaborated with them to create branded films,
collection films, and their storytelling web series ‘The Meaning of Cycling’.
Working alongside the key decision makers in the business to reshape their brand strategy and messaging, we focused in on their niche, guiding them to go all in on communicating their commitment to sustainability.
We conceptualized the tagline, ‘Empowering Change Through Cycling’ and the movement #TrashRideTuesday, a community ride specifically to clean trash, which has become a key part in growing their Syndicate Global Cycling Club.
Biehler is now the leading sustainable cycling brand in the world.
StoryBrand Brand Script
Full Service Film Production