Sigma Sports - Limited Edition Design

Sigma Sports
Brand Positioning
& Identity

Strategy & Positioning

Brand Identity

Creative Direction

Comms Planning

Marketing

Digital & CRM

Sigma Sports was planning a digital re-platform when a major competitor collapsed, opening a significant revenue opportunity. Rather than treating brand as an afterthought to tech, we led with positioning - moving Sigma into place to capitalise before the market recalibrated.

Stakeholder interviews and digital ethnography revealed cycling's fastest-growing segments remained underserved industry-wide. Our framework positioned Sigma as a premium destination capable of capturing these audiences without alienating its loyal core.

More Information

We repositioned Sigma as a premium destination that balances performance credentials with community-centered storytelling. The visual identity was completely rebuilt—moving from logo-dependent to a flexible system with a recut wordmark, refined hierarchy optimised for digital and editorial applications, and comprehensive typography and usage guidelines. A broad suite of creative assets now spans photography art direction, production processes, and channel activation toolkits deployed across CRM, social, paid media, and retail stores.

The rebrand included a complete website redesign for Shopify migration, with detailed UI specifications covering bespoke elements previously impossible on the legacy platform. Navigation, filtering, and key journeys were optimised while heightening focus on community content to bridge Sigma's transactional digital presence with its renowned in-store service.

Digital ethnography shaped content pillars addressing intimidated beginners and women seeking supportive spaces. The cornerstone creative initiative is a YouTube and short-form social series using personal stories and emotional journeys to demystify cycling—positioning Sigma as a genuine community enabler through authentic, people-first storytelling rather than just product messaging.

Channel strategy mapped dual customer paths with tailored creative funnels: performance audiences through forums and email, lifestyle segments through Instagram and grassroots partnerships. Six weeks after launch, the active customer base recovered 55%, email open rates increased 54% and significant increase in revenue. We continue as embedded partners delivering integrated planning while building internal creative capability.

A complete evolution of the logo application, including refined and re-cut typography and a redrawn icon. The new integrated approach positions the wordmark as the lead device, integral to the visual identity and not just a badgeing device in the corner. With greater emphasis on digital applications, we refined the details for better legibility, switched to a lead landscape variant and created more considered rules with greater flexibility.