Le Col - Limited Edition Design

Le Col
Creative Direction
& Brand Strategy

Brand identity

Creative Direction

Strategy & Positioning

Advertising

Photography

Digital & Web Design

UI/UX

Marketing

Our work with Le Col covered strategic consulting and creative direction, as well as full delivery of large scale campaigns for digital, UI/UX, eCommerce, paid social, marketing and eCRM.

We’re not usually ones to boast about what we’ve done, but when we started this journey, Le Col was an unknown entity, from an unknown bike rider. In the past decade we have built a brand that has secured over £15m+ in funding, has worked with the highest calibre of Tour winning riders, Giro winning teams and a host of enviable partnerships. From the logo to the TV commercials, we can proudly say we’ve had our hand in most of it.

In 2024 we parted ways after a decade of building Le Col into a globally recognised player in the cycling market.

More Information

In more recent years we have played a more pro-active role in rooting out key issues within the business and putting systems in place to reduce strain on internal resources, improve the quality, and reduce overspend. Our focus has always been to do more, for less, by using our years of expertise to streamline the areas that are being over-serviced, but not at the expense of the quality creative and conceptual approach to design.

We’ve always strived to build on the brand – for higher quality assets, more consistently, with a premium brand offering. But, more than that, we want the passion that most of us riders feel to be handled with care, it’s not just a commodity, and those working on it should enjoy the journey. This passion and drive culminated in more functional deliverables like our over-arching concept development for 2024 included below.

We’ve audited and recommended better solutions for photography and videography across the board, looking to elevate the offering at all opportunities from a customer perspective. We’ve introduced some immensely talented creatives from photographers, videographers, 3D/designers, animators, production companies and directors along the way, who continue to deliver the vision. This enthusiasm has most noticeable improved the digital and eCommerce proposition with a much more forward focussed approach to improvements and nimble, data-driven, iterations.

Our strategic approach has led to a number of key improvements across the business – an overhaul of email marketing; including new guidelines, a new hierarchy and photography approach, flexible templates, as well as implementing automated batching and scripting processes across the bulk of its products. Having seen first hand the internal issues as the business scaled, we could resolve repetition, as well as specifics like global pricing, gender splits, slow turnaround times and high volumes of assets. Delivering a 60% reduction in design and marketing resource, with more control being put back into the eCRM team to focus on performance.

Pro Air Concept Photography:

Creative Director: Paul Greeno
Lifestyle Photography: Chris Auld
Videographer: John Ingles
Studio Photography: Michael Blann
Additional Photography: Jeremy Baile, Paul Greeno, Joseph Reeder