03. Cervélo - Brand Strategy
Brand Strategy: Breakaway
In the 10 years since its founding, Cervélo had reached the pinnacle of cycling by harnessing human powered speed to develop advanced bikes for top-tier athletes.
The company sought a brand strategy that harnessed their true category leadership. Continuum identified elements of the existing design language and sharpened them to create a visual brand that would appeal to all audiences. These elements were utilized to design a compelling trade-show presentation that visually signified the company’s product superiority.
For the booth, bold and deliberate use of color and dimension drew passerby interest. The extra large Cervélo signage was deliberately reminiscent of the angular frame of a bicycle. The booth included a wall of four discrete one on one meeting rooms away from foot traffic of the product display area. On the opposite side, a “museum wall” provided an intimate space to showcase the evolution of Cervélo’s cult like frames as well as new products.
The booth debuted at Interbike 2006, the premier bicycle market trade show. The newly designed booth gave Cervélo a much stronger presence at the show and supplied their sales force with a highly effective instrument for communicating the superiority of the Cervélo brand. Consequently, Cervélo enjoyed tremendous growth in sales over the previous year. Read Exhibitor Magazine's Feature on the Booth Related Content |