Danny Shane, an Austin-based cycling apparel brand, was looking to refresh their identity and relaunch their site to accompany their rapid international growth. They needed to take a clear stand within their industry, so creating bulletproof positioning was key.
To be honest, we stumbled a bit at first. In the beginning, we proposed an open, vibrant and inclusive feel to capture the uniquely American upbeat attitude that is missing within the world of cycling. This didn’t really align with the founders’ vision, however, since they were looking for a premium brand with a cooler and more exclusive character.
Together, we went through various positioning exercises to ensure we got on the same page. Once we collectively agreed on the what we called the “Retrospective Gentleman” positioning, we were ready to refresh the logo, create symbol variations for apparel and develop sub-branding systems as well as nomenclature for Danny Shane’s clothing lines.
Once the client and the Dotvita team settled on the look and feel of the brand, the website design process went a lot more smoothly. We created a sophisticated online experience with a major ecommerce component.
At the end of the project, we put together a detailed style guide to help the Danny Shane marketing team make sound, future design decisions. Oh, and did I mention that I got hooked on road cycling because of this project? I now ride 30-50 miles a week. I love how projects can sometimes open up whole new worlds and introduce you to things you didn’t know anything about before.
Shane Hunt, Founder