With their 50th anniversary upcoming, we worked with GT to build an evolved brand identity that reflected their growth and aspirations in biking. With the goal of bringing new audiences into the fold, we introduced all new brand marks, and updated approach to typography and color that turned the page for an originator in biking.

Following the development of their new brand, we quickly moved to defining their digital experience. This included extensive UX design for their e-commerce and bike buying business.