Bici
Brand:
Bici
Date:
Jan 2024
Industry:
E-commerce
Scope:
Ongoing
Problem
Bici carried heavy baggage from its past. Under previous leadership, the company left behind negative sentiment with customers and vendors. When the new ownership team took over, the challenge was twofold: neutralize the old reputation while rebuilding trust and relevance. Without a reset, Bici risked being defined by its history instead of its future.
Strategy
We stepped in as fractional creative director to reset the brand. We carefully stripped away the baggage, introduced a clean new identity, and launched a bold e-commerce platform that reintroduced Bici to the market. With the foundation in place, we’ve moved into stage two — developing Bici into a “brand of brands” built on the 3Cs: Culture, Community, and Curation. From being a neutral, damaged name in cycling, Bici is becoming a confident leader and a company consumers really trust and love.
Some Of
What We Did
Built
An entire shopify e-commerce platform
Grew
Sales from $60k to over $1M a month in under 2 years (part of the team)
Designed
The visual identity and brand guidelines
Developed
The in-store experience (look and feel)
Launched
BiciTV and tested the market sentiment for review and creative content (ongoing)
Continuing
To evolve the experience, the brand and the storytelling
"Obvious didn’t just rebrand Bici, they helped us shed the weight of our past and reset how customers, vendors, and the community see us. From a new identity to a world-class e-commerce platform, they’ve transformed Bici into a confident, culture-driven brand again.... and this is just the beginning of what we can do together."
Alex C
Owner and Chairman
