This well-known Italian cycling company wanted to reintroduce themselves to the American market and needed LK’s help in reviving their historic brand. We updated the logo, created advertising, catalogs and other printed materials, paying homage to the heritage of the brand yet looking forward. In the ad campaign, there are no bikes and no athletes. Rather, we highlighted the clothes hanging in the home of an unseen Italian champion. Engaging copy like “Designed for after parties” invited readers into the performance benefits outlined in the text.