In 2020, Reserve entered the road market with new road & gravel rims. I was tasked with driving the new creative language, photography, video, new logo, naming conventions, and new website. This project demanded a high level of communication between vendors, customers, and internal stakeholders to ensure success.
The final rollout needed to seamlessly evolve the existing mountain brand identity into a multi-discipline brand. Something for the discerning mountain and road customers to care about and invest in. The launch of the Fillmore valve punctuated this rebrand. I’ve named a few products and technology but I’m particularly proud of this one.