S.170 Bike Launch Campaign
CLIENT: ATHERTON BIKESSince 2021, I have been freelancing for Atherton Bikes, progressively shaping the brand identity to establish its presence in the ever-evolving mountain bike market. My work includes creating brand identities for campaigns, product logos, designing social media and web assets, developing apparel designs, as well as producing exhibition and printed materials.
Earlier this year, Atherton Bikes launched the 170mm travel S.170, the first bike of their new Subtractive alloy range, which uses a CNC Subtractive Manufacturing process, in contrast to the 3D printed Additive Manufacturing that forms the foundation of Atherton Bikes' innovative technology.
Working alongside the Atherton Bikes team, I developed the visual identity for the S.170 launch campaign, along with all assets for use across digital and physical channels.
Product Range Logos
The A and S ranges stand for additive and subtractive, describing the bike manufacturing processes.
To distinguish the new S.170, I created two logos for these ranges, incorporating the + and - symbols.
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Additive range logo
A Range bikes, manufactured by bonding carbon tubes and 3D printed titanium lugs
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Subtractive range logo
S Range bikes, manufactured by bonding drawn aluminium tubes and CNC’ed aluminium lugs
S-Range Intro
The S-range was launched through social media channels using the brand assets I developed. These assets include the S-range logo, 'minus' icons, the company slogan 'Built Different,' and the campaign logo S.170.
Campaign Colour Palette
In addition to the existing brand colours, I introduced three new colours to set apart the products within the S-range and appeal to the bike's new target audience.
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Build 1 - S.170.1
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Build 2 - S.170.2
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Build 3 - S.170.3
Campaign Graphic Style
The campaign's style drew inspiration from the local area of Dyfi, where Atherton Bikes is located, and the culture surrounding Dyfi Bike Park. Central to the area is the trail dig crew, who were featured in the launch video "Hemispheres." Filmed simultaneously at two opposite ends of the globe — Dyfi and Queenstown — the video showcases the versatile S.170 bike in both winter and summer seasons. I hand-drawn and animated all campaign elements, such as logos, fonts, and illustrations, in a rough, scratchy style to mirror the raw energy of the dig crew and their creative riding style, which were then integrated into the video edit and used as various campaign assets.
Sticker Sheets
Product Launch: Video
The overarching objective of the campaign was authenticity - made by riders, for riders, showcased not only through the featured riders but also by collaborating with creatives within the mountain bike industry to produce the video. The video crew follows the riders as they travel the globe, splitting their time between the winter scenery of Dyfi Bike Park in Wales, UK, and the sunny vibes of Queenstown in New Zealand.
Riders:
Dan Atherton, Continental Atherton
Alf Raynor, Dyfi Dig crew/ Shredmansion
Jim Monro, Dyfi Dig crew/ Shredmansion
Dennis Luffman, Dyfi Dig crew/ Shredmansion
Alfie Heming, Dyfi Dig Crew/ 50to01
Film and edit: Robbie Meade and Max Callan at Peny
NZ film crew: Tom Booker, Etzioprodigy
Dyfi film crew: Robbie Meade, Peny
Imagery: Dan Griffiths
Music: DJ Furnz
Graphics/Animation: Dora Grabkowska
Product Launch: Social Media
The bike was launched across various social media platforms simultaneously, with a primary focus on using Instagram carousel posts to visually narrate a story and highlight all the new features of the S.170.
