Creative Director | Writer
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Fat Tire Tours Brand Development & Strategy

This bicycle and segway tour company has operated throughout five European cities for nearly 20 years. When I met them, each of their services had a different name and logo, creating brand confusion as tourists traveled from one country to the next.

THE SOLUTION

THE SOLUTION

We rebranded 15 brands across 5 countries under one global identity — Fat Tire Tours. The project included positioning, logo design, a style guide and a website consolidation plan and social strategy.

THE PROCESS

THE PROCESS

I led a workshop to collaborate with Fat Tire Tours stakeholders on prioritization of services, persona development, positioning and explore look and feel in order to set up our rebrand and strategy work.

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THE REBRAND

THE REBRAND

We defined brand attributes and positioning in order to lay the foundation for a logo redesign. The end result was a custom, hand-drawn logo that would stand out in the travel industry, and (as requested) look great on a t-shirt. A color palette and a full digital style guide were also developed.

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THE WEBSITE STRATEGY

THE WEBSITE STRATEGY

A single, digital home for Fat Tire Tours brands was necessary in order to create a unified brand. After defining personas, we created a strategy for consolidating sites into one responsive experience including architecture recommendations and wireframes for key pages.

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THE SOCIAL STRATEGY

THE SOCIAL STRATEGY

A robust social strategy was then created including an outlined target audience, platform consolidation plan and content recommendations. The plan was handed off and has been implemented by the Fat Tire Tours team with great success.

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MY ROLE

MY ROLE

I was the creative lead throughout the engagement. I helped shape the brand, their story and their digital presence in collaboration with a content strategy lead, copywriter, art director, social strategist and user experience designer.