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Riding on a Legacy
Repositioning a cycling brand in the market and within cycle shops.

Unsurpassed innovation and state-of-the-art technology are the core competencies that Cannondale was built on, leading the industry in aluminum frames and premium cycles. However, over the years, this foundation eroded, with declining sales the brand was harvested and the company was forced to restructure.

The company partnered with Blackcoffee to reposition the Cannondale brand. Working closely with the Cannondale team, we identified and articulated an obtainable, sustainable and favorable position for Cannondale’s bicycles and accessories.

In order to align the brand team around a common understanding of the brand’s unifying purpose, we began by researching Cannondale’s core consumers and those the brand aspired to connect with. This research lead to key insights that brought hidden areas of value to the surface. These differentiators formed the framework upon which the brand would be built and developed.

Propelled by a new purpose and a new brand message, Blackcoffee developed a portfolio of Brand Signals that would form the foundation for the Cannondale brand aesthetic. This moved the brand from a company that sold related products to one that represented a singular benefit that consumers could clearly understand and readily identify with. The new brand platform has provided Cannondale with a position that consumers relate with cycling innovations and technology.

Final deliverables of this engagement resulted in brand expression guidelines detailing the rules and tools for brand development to be carried out by Cannodale's inhouse creative department.

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