Redesign and new strategy for @ridelightweight, the iconic cycling brand known for its high-performance wheels and components. With an approach focused on modernising the brand while preserving its legacy, refining its visual identity, and crafting a strategic direction that resonates with today’s cyclists. We ensured the brand remains at the forefront of premium cycling while appealing to a new generation of riders. Photography by @carlosmeyer__, @_mariusmueller and @philipp.schoenauer...
