RALEIGH BICYCLES REBRAND
+ Art Direction
+ Rebrand Strategy
+ Brand Logo and Wordmark Design
+ Rebrand Launch Ad Campaign
+ Product CMF Design and Usage Guidelines
+ Art Direction
+ Rebrand Strategy
+ Brand Logo and Wordmark Design
+ Rebrand Launch Ad Campaign
+ Product CMF Design and Usage Guidelines
DESCRIPTION
Raleigh is one of the world’s oldest and most recognized bicycle brands, with a legacy of craftsmanship dating back to 1887. Over more than a century, it has built a loyal following grounded in quality and heritage.
In today’s highly competitive, price-driven market, the opportunity was to realign the brand—amplifying its heritage, increasing its cultural relevance, and giving modern cyclists more compelling reasons to choose Raleigh.
Raleigh is one of the world’s oldest and most recognized bicycle brands, with a legacy of craftsmanship dating back to 1887. Over more than a century, it has built a loyal following grounded in quality and heritage.
In today’s highly competitive, price-driven market, the opportunity was to realign the brand—amplifying its heritage, increasing its cultural relevance, and giving modern cyclists more compelling reasons to choose Raleigh.
Staying True to Raleigh’s Roots
Following an audit of Raleigh’s existing brand guidelines, my primary objective was to unify the brand under a single, cohesive identity—one that honored its legacy while evolving it for a contemporary audience. At the time, multiple logo variations were being used inconsistently, diluting brand recognition.
I established a clear, modernized direction and extended it across the entire brand experience, ensuring consistency at every touchpoint. The process began with an in-depth exploration of Raleigh’s history, tracing how the brand has evolved over 130+ years and identifying the elements worth preserving and reinterpreting for today.
I established a clear, modernized direction and extended it across the entire brand experience, ensuring consistency at every touchpoint. The process began with an in-depth exploration of Raleigh’s history, tracing how the brand has evolved over 130+ years and identifying the elements worth preserving and reinterpreting for today.
More bicycle and design language examples can be found here.