A couple of years ago Devinci was looking for something a little deeper than a brand refresh... something little more like a heartbeat. So alongside New Parallel Studios, I stepped in with strategy, art direction, and stills to bring the 'We Make Riders' brand manifesto to life. This new brand voice singled a major shift from spec and performance led marketing to shining a light on the riders and characters who give the bike a pulse. Because at the core truth of 'We Make Riders' the bicycle (however beautiful) is sort of incomplete without its human counterpart.

A number of years later, the 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 major product launches since then. As the vision evolves, it stays true to that people-first narrative that made it successful in the first place.