Co-op Cycles

REI’s 30+ year-old bike brand Novara was a sentimental favorite at the Co-op, but it had lost both its center and connection with customers. It was a house brand in the worst sense of the term. I realized it was probably time for something new, and helped lead the conversation to shut it down. It was a tough call, but it made sense. In its place we built Co-op Cycles from the ground up with a strong strategy, a sharp focus, and an increased relevance to both modern times and modern consumers. The strong identity and personality reinvigorated the internal teams, customers loved the bikes and the logo attributed bike credit to REI for the first time in a long while.