Launched in 2000, Competitive Cyclist grew at phenomenal speed — becoming the largest online cycling store in the US in less than a decade.
— Creative direction
— Brand guidelines
— Visual design
Worked with the product and UX team to improve the shopping experience and develop the brand style. A key goal was to educate and make shopping easier for less-experienced, aspiring cyclists.
With such rapid growth, the brand had evolved organically with no documentation. I created a comprehensive style guide to help ensure consistency and quality of future output.
Four years of support
I was involved in many projects over four years, including a content-rich site for the CC Racing Team, direct mail and email marketing.