Schwinn: New Branding Proposal
After successfully revamping a failed agency campaign for the Classic Cruiser, the Marketing and Creative directors gave me the opportunity to refresh the entire Schwinn Fitness brand, albeit with very limited resources. I enlisted the help of our copywriter, Andrew Dahlquist, and together we created the verbal and visual outline for what the Schwinn Fitness brand could be.
This document and pitch video opened the door for more creative expression brand-wide, from new social media templates to new retail packaging. Overall, this brand refresh saw a return across web, social, and retail in terms of both sales and brand engagement.
Photo Shoot: Creative Direction
When the majority of the refresh proposal was greenlit, I was allowed full license to choose sites, talent, wardrobe, and art direction for all following Schwinn shoots during my tenure.
Retail: In-Store POP and Boxes
I created everything for new and existing products, from in-store banners, to hang tags, to product clings, and even retailer specific boxes.
Future: Brand Research
The Schwinn brand is technically owned by 3 different companies, one for the outdoor bicycles, one for the in-home fitness equipment, and one for the commercial spin bikes. In late 2021 we considered a re-merger back with the outdoor bicycle company which would mean an even newer and fresher brand realignment. We began a research process that tested key market segments to see if our audiences were aligned and I assembled and created the deck, complete with a 360 marketing approach.
Classic Cruiser™ Line
The initial launch campaign for the Classic Cruiser was met stiff criticism. The agency hired to direct he shoot and create the assets had gone a little too retro with their ideas, missing the mark on the audience and in a few cases, coming off a bit sexist. Prior to the agency hire I had started creating some of my own idea boards and in a quick business pivot, was asked to execute on those ideas to turn the launch around.
LuluLemon Collaboration Pitch
I creative directed a photo and video shoot for the Classic Cruiser in an attempt to revamp its image in the market, targeting a younger, more hip audience. The bike was featured in a few Lululemon stores prior to their acquisition of the Mirror product.
Social Product Video
I directed the talent and set design for this social video campaign with a vision for a more modern and fresh take on this vintage inspired product.