A couple of years ago Devinci was looking for something a little deeper than a brand refresh... something a little more like a heartbeat that could be felt across every touch point of the brand.
I partnered with New Parallel Studios to perform strategy, art direction, and photography to bring the 'We Make Riders' brand manifesto to life. This new brand voice singled a major shift from spec and performance led marketing toward presence. Shining a light on the riders and characters who give the bike a pulse. Because at the core of 'We Make Riders' the bicycle is incomplete without a human counterpart.

A number of years later, the We Make Riders manifesto still shapes Devinci's communication with their audience through marketing campaigns that focus on the rhythm of the ride and the moments that create a feeling of belonging beyond the action itself. I've been fortunate to put the same process to work on a couple of Devinci's major product launches since then. And as the vision evolves with an expanding narrative for each rider that brings a bike to life,
it stays true to that people-first narrative we found success with in the first place.