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 those days 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.
I was brought in to look at repositioning the brand and bring it up to date. This meant working across the output of everything – from a brand refresh and positioning, to consumer advertising and packaging, to a new ecommerce website.