PROJECT SUMMARY
Client: Gazelle Bicycles
Gazelle Bicycles is a Dutch brand known for its premium, comfortable, and stylish bikes, specializing in electric and urban models designed for everyday riders seeking quality and reliability.
Responsibilities:
Creative direction
Photography and location scouting
Freelance and talent management
Brand partnerships
Project management
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Mike's Bikes teamed up with Gazelle to update their retail locations with new signage, displays, and point-of-purchase materials. However, we found that the brand images provided by Gazelle didn’t accurately reflect the stores or the diverse customers Mike's Bikes is trying to attract.
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Creative Direction: We wanted to feature a younger, more diverse group of riders in local Northern California settings. While Gazelle’s original photos worked well for their older, traditional customer base, we noticed many of their customers liked the brand for its reliability and heritage. We aimed to reach a new audience that wasn’t reflected in our sales data. To add a fresh perspective, we also brought in a photographer with a background in fashion photography to give the cycling images a unique look.
Talent Scouting: We focused on Mike's Bikes staff and local community members for on-camera talent, choosing people who felt aspirational and could appeal to the new demographic we wanted to reach.
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The new images were placed across Mike's Bikes locations, used in several digital campaigns, and featured in Gazelle's own digital and direct marketing materials.
