Everything but the bike

Polaris Bikewear

When the new sport of mountain biking came on the scene, so did Polaris Bikewear. In those days it was a bobbled wooly jumper and a pair of old shoes. Since then they’ve come a long way. Still based in the Peak District but now a major designer and manufacturer of everything you need for a ride, whether that’s mountain biking, road biking or commuting.

What I did

Branding / Brand Guidelines / Product Branding / Art Direction / Advertising / Positioning / Packaging / Copywriting / Website / Exhibitions / POS

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Without wanting to completely redesign their brand I evolved their existing logo to give it more clarity and with a clear set of rules to ensure maximum visibility on product and packaging. As part of the research I identified Sharp sans as the perfect font family. Because of the range of ligatures and special characters, it enabled us to create multiple sub-brands for the different ranges and markets. All before the font was even released.

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I created an advertising campaign that ran in the main cycling publications around the proposition 'Just Add your Bike' – as Polaris design and manufacture everything but the bike. We put the word out for real cyclists to feature in the campaign in return for some free cycling gear.

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As the leading designer and manufacturer of bike flight cases it was important to capitalise on this and create a strong standalone brand. 

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I designed a new ecommerce website that was easy to navigate and allowed users to filter easily to the correct product choice. 

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For their hi-vis commuter range I created a logo designed to work on product in a reflective environment. We gained shelf space in new key retailers.

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Collaborators: Web development: Les Aubrey  Photography: Chris Davies, Adrian Ray
© 2020 Neil Holroyd