Giordana
Challenge:
Evolve the Giordana cycling clothing brand to appeal to a younger audience while honoring their 40+ year history.
Concept:
Update the visual look and feel of all assets in addition to tone of voice. This included website, email, social, catalog, blog, apparel graphic design, model selection, and the brand’s first DTC website.
Giordana DTC premium site: launched with a limited edition kit that commemorated the 100th Giro d’Italia. The kit featured the names of Giro winners with a graphic nod to the halftone print of the Italian newspaper, La Gazzetta.
The DTC site provided an opportunity to tell the story behind the kit in addition to offering a premium shopping experience that was separate from giordana.com.
Three blog posts during the Giro’s three weeks of racing reinforced Giordana’s authenticity and connection to Italy while educating the customer on the race and offering them a unique piece of history in the limited edition Campioni di Maggio cycling kit.
Emails announcing the kit then continued weekly throughout the Giro building urgency to buy the kit before it sold out
Social saw a significant increase in followers and engagement during April due to Campioni di Maggio hype, the Giro, and then followed by Colin Strickland/Redhook content which continued through the summer.
Front of jersey detail
A card that included a message from Giordana's founder was packaged with the kit
Leg band detail
Back of bibshort detail
Rear pocket detail of the Campioni di Maggio jersey
Matching Campioni di Maggio socks
The kit included a matching cap and socks
2018 Spring Summer Catalog: design and layout in addition to model selection, photo shoot direction, and product graphic design.
2018 catalog detail
Model selection and styling were pivotal in modernizing the Giordana brand. These images illustrate where the brand was (left) vs a representation of the consumer the brand was seeking to engage (right).
The Moda collection was an opportunity to add unique colors and graphics in addition to 2018 spring/summer inline offering.
