SUGOI / BRAND REFRESH

Technically superior product but a lack luster perception. We pumped up the energy to rally and educate the faithful.

The Challenge

The goal of Sugoi’s new look was to “incite the rally.” This was brought to life by bright color, bold type, evocative messaging and energetic imagery. A brand that was once perceived as calculated was infused with authentic optimistic spirit without losing its sophistication. All images are for visual intent only.

Life on a bike - the lifestyle of Sugoi’s target audience.

Race ready. Sugoi is purpose built product. Not just fun and games.


Responsibilities

Senior Designer
Brand Expression
Brand Logo
Brand Style Guide

Team

Actual Inc
Creative Direction - Jesse Conte
Brand Foundation - Leo Battersby
Brand Foundation - Joel Kleinberg
Research and Development - Paul OConner

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