Love it. Live it. Ride it Forever.
While on the marketing team at Litespeed I had the oppportunity to lead the in-house creative team through a comprehensive brand revitalization project.
Emphasizing Litespeed's legacy of precision engineering and innovation, the team crafted a compelling brand story that highlighted the artisanal craftsmanship and cutting-edge technology behind each bike. We developed a cohesive brand guide, ensuring consistent visual and verbal communication across all platforms.
I led the team in developing audience personas by conducting market and data research. We analyzed demographic information, purchasing behavior, and psychographic insights to create profiles that accurately represented our target customers. This approach ensured our campaigns and designs were highly targeted and effective, driving engagement and growth for the brand.
The Litespeed ethos was to get out and enjoy the ride, making our customer’s greatest victories our greatest victories.
- Creative Direction
- Bike Graphics
- Web Design & Development
- Brand Collateral
Titanium Badges
I led a design project focused on creating three distinct titanium badges, each tailored to a specific category: Contemporary Adventurous, Artistic, and Classic Performance. My team conducted thorough research on past and present badge designs to ensure we honored the brand's legacy while incorporating modern aesthetics.
The design team meticulously navigated the limitations of the material, size, and machining constraints, working closely with the CEO, engineers, and machinists to bring our vision to life. The result was a collection of badges that perfectly encapsulated the spirit of each category, enhancing the bikes' overall appeal and brand identity.
Litespeed Website
To enhance the brand's digital presence, I lead the team on designing a modern, user-friendly Shopify website that showcased the history, quality, and performance of Litespeed bicycles. This included detailed product pages, an engaging blog, and immersive visuals that told the brand’s story.
Designing a website for Litespeed involved a structured and meticulous process to ensure a seamless and engaging user experience. We began with Discovery & Research, gathering insights into user needs, market trends, and the competitive landscape. This informed the creation of detailed User Flows, mapping out the optimal paths users would take through the site.
Next, we developed a Site Map to organize the website's structure and content hierarchy. Wireframing followed, providing a blueprint for the layout and functionality of each page. During Content & Copy Development, we crafted compelling narratives and persuasive copy that highlighted Litespeed’s unique selling points and legacy.
We then moved to High Fidelity Mockups, where visual design elements were added to create polished, realistic representations of the final site. In the Development phase, these designs were translated into a fully functional website using the latest web technologies. Finally, we prepared for the Launch, conducting thorough testing and optimization to ensure a smooth rollout and an exceptional user experience from day one.
- Creative Direction
- Research
- Web Design & Development
- Project Management
- Product Launch Marketing Collateral
- Creative Direction
- Model Name Graphics
- Photography
