Giro New Road Launch
When Giro introduced their New Road apparel collection focused on more sustainable material, clean design and an audience of riders beyond lyrca-clad road warriors and baggy shorted mt. bike shredders, they needed a new voice to capture the spirt of the line and honor the brand's roots.
I crafted a brand voice rooted in their performance-oriented history, yet still inclusive and welcoming to the wider audience that the new, design-driven collection focused on.
- Project Roles
- Copywriter, Editor (Brand/Content)
- Brand Strategy, Copywriting
- Brand Identity, Branding, Websites
- Project Industries