Shimano Lifestyle Gear added a focus on the women’s market with elevated aesthetics, impeccable details and constructions, and no-compromise performance. Genesis developed the brand position “Ride & Rise” to reflect this new commitment to empower women to ride their own journey with confidence. A distinct visual language was created to delineate the women’s segment and separate it from other Shimano categories to inform all communications.
work / Shimano Women
Promise
The ‘Ride & Rise’ position empowers women to ride their own journey with confidence.
Catalog App
Genesis created an app to provide seasonal category positioning and product information to the International sales teams and dealers.
Product Catalog
Seasonal trade catalogs provide category and in-depth product information.
Advertising
Launch advertising introduced the women’s product concept to consumers.
Rider Alliance
Genesis named the broader Shimano ambassador program and designed the identities for each segment.
Rider Alliance
An ambassador membership welcome kit builds on the brand voice.
Instagram / Facebook
The women’s visual voice informs social communications and features a unique visual voice.