Cyclone Bicycle Supply: Cyclone Rebrand and Redesign
GRAYBOX worked with Cyclone Bicycle Supply on a variety of different projects, all of which stem from one of their most important projects, a brand redesign. GRAYBOX has worked to improve their marketing and specifics of their online presence, but none could be possible without understanding what Cyclone’s brand meant for them and their consumers.
GRAYBOX took the time to understand Cyclone’s audience and create a brand that better reflects the values and attitude of that audience.
Cyclone had a brand that allowed them to excel within their marketing efforts and improve their website.
60,000Products Under One Brand
8New Brand Assets
The Overall Problem
Cyclone Bicycle Supply is a wholesale bicycle parts distributor known for offering a vast inventory or products to bike shops in all 50 states and in 12 countries around the world.
Cyclone came to GRAYBOX with what seemed to be marketing needs. Cyclone believed that they had much room for improvement in their marketing sphere. Although this was true, after completing a thorough audit of the company, it was apparent that their initial struggle lay within the operation side of things.
GRAYBOX determined that in order to become the digital-first company they wanted to be, improvements to their brand and website were essential. As plans to rebrand and redesign presented themselves, GRAYBOX worked with Cyclone to create an entirely new logo and brand feel that better reflected their vision and purpose. The rebranding allowed GRAYBOX to create a new ERP that was able to better support integration within the new website, something their former website wasn’t able to do.
Our old brand had some much green it hurt — I’m glad that we worked with GRAYBOX to redo our brand in 2016 into a more professional, streamlined and exciting direction. The GRAYBOX team was collaborative and came up a lots of great ideas to present us in a better light.
GRAYBOX’s solution lay within a multi-step strategic plan to improve Cyclone’s overall operations while establishing an accurate foundational plan for future marketing and technical operational projects for Cyclone. The following steps required close collaboration with key leaders in developing a vision for the future.
1. Brand Reenvision & Consumer Analysis
In order for Cyclone Bicycle Supply to find long-term success, they needed a brand they believed in and aligned well with what their customers would invest in sustainably. This would also be a vital step in successfully setting up long-term marketing efforts with a timely website design. GRAYBOX met regularly strategizing with the Cyclone team to understand what they envisioned for the brand moving forward. Through these regular discussions, GRAYBOX gained a better understanding of their specific vision. Cyclone wanted their rebranding to cater to and focus on three types of biking, adventure, competitive, and urban cycling. They wanted Cyclone to reflect other trusted outdoor brands, such as Patagonia and Salsa Cycles and as they were expanding to other areas beyond just the Pacific Northwest, their brand had to be adaptable to other regions across the nation. Within this process of creating a vision, it was important to understand what what their customers valued most. After creating various customer profiles, GRAYBOX and Cyclone were able to collectively move forward with their brand creation.
2. Logo Concepting, Redesign, & Mockups
GRAYBOX began working on the brand and design refresh to better reflect Cyclone’s vision and desired audience with first redesigning their logo and identity. GRAYBOX designers created a wide array of logo sketches, all of which stemmed into different variations from there. After weeks of designing and sketching, and then collaborating to discuss the designs, Cyclone had narrowed it down to a few designs that worked best with their anticipated brand. From there, GRAYBOX created digital designs with varying color, sizes, and textures. Once there was a collection of a few designs in hand, Cyclone and GRAYBOX collaborated to discuss the pros and cons of each design and which fonts, colors, and icons would pair best with their photography and other branding elements.
We’re really proud of the rebrand we did for Cyclone Bicycle Supply — we worked closely with their marketing team to rethink their audience, their brands and how they are best presented in the market. We really captured the spirit of rugged adventure in their new look.
GRAYBOX utilized advanced brand strategies and other services specifc to Cyclone's needs.
GRAYBOX worked with Cyclone to create a new brand idenity system reflective of their furture brand vision.
Cyclone’s newly designed brand paved the way for implementing long-term marketing success for the bicycle shop company. Their custom logo and vision allowed GRAYBOX to continue their partnership with Cyclone and move forward in creating website and other digital-related improvements. The brand discovery this project prompted made all future digital endeavors simpler to understand and a story that was easy to translate and recreate.
60,000Products Under One Brand
8New Brand Assets