Selections from the brand guidelines shown.
The aim of the project was to investigate and uncover Cannondale’s deep story of being a leader
of wild innovation and fun, and to take this story into the future. In addition, to provide the brand with
a toolset that clearly delivers this mission throughout the company and the many disparate factions in
the world of cycling.


Contributions to the project:
Led and set the creative direction and hands-on design. Directed and held workshops and mentored
internal teams. Led brand and market research audits. Collaborated on brand, messaging, marketing,
and stakeholder workshops and interviews at the European and US headquarters.

Note: Some of the image assets used within the guidelines are for visual intent only and not to be reproduced.

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