Branding pitch project • Summer 2018
The UK’s road bike market has gained major momentum ever since the London Olympics, while mountain biking has always enjoyed traction with a hardcore following. Pitching a rebranding project to Thorn Cycles, I wanted to inject that same pride and passion into the touring bike sector. Not completely re-inventing the wheel, but certainly helping the brand go up a few gears.
Photo of fields inTuscany by Sankai on iStock.
An integrated creative pitch to rebrand Thorn Cycles, a British manufacturer of specialist touring bicycles based in Somerset UK.
Client: Thorn Cycles / Branding Pitch
Touring cycling runs through my family’s veins. My Father and Grandfather were both avid cyclists, touring around France and Germany in their youth. Time to channel my passion for cycling in tandem with my love of graphic design. I spent a few months rebranding Thorn, demonstrating innovation across their print, digital and social landscapes. Legacy was also important. Rebranding an established business should honour and preserve their history, while adding a new spin. The result was a fluid brand ecosystem to help Thorn grasp new opportunities both locally and online.
New logo design
Mastodon is a decorative typeface designed by Apostrophic Labs. It was carefully sourced for its angled letterforms to convey the geometry of a bike frame. In particular, the letter ‘Y’ echoes the shape of the handlebars. The typeface only features uppercase characters and with just three font weights.
Raleway is an elegant sans serif typeface, designed in a single thin weight by Matt McInerney originally published by The League of Moveable Type. It is a crisp highly legible typeface perfect for paragraphs of body copy, inspired by geometric sans serif typefaces.
The Thorn website required a full service. The navigation had 13 different categories, which has a huge impact on conversions, sales, and bounce rates. I streamlined this to six headings in line with best practice. Book a test ride, find a dealer, cycle hire (a new service) and recycling services have all been given more prominence and now sit above the fold, directly below the main hero images. The homepage copy was rewritten and greatly expanded with SEO firmly in mind. Altogether a slick, well-oiled user experience.
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Design with flavour since 2007