Fresh turns for a pioneer in biking.

Since 1972, GT Bikes has been redefining standards while creating entire categories in biking. Beginning with BMX, then pioneering the early days of mountain biking and now pushing the limits of downhill performance, they’re relentless in innovating for new generations of riders. As GT entered their 50th year they reached out to Cinco to help craft the evolution of their brand and recast their digital strategy for the next decade. To drive this transformation we needed to open the aperture to welcome younger and more diverse audiences into their community, while maintaining their core audience and decades of heritage and brand awareness. To address this we developed a crisp modern logo mark born from their earliest roots, yet crafted for maximum scalability in a new landscape. Flexible product branding that celebrates their unique frame geometries was backed up with a natively digital brand framework, type, voice and visual language to bring the entire brand into harmony. Together with the GT team we developed a robust digital strategy to showcase their entire spectrum, from highest-performance mountain bikes to everyday riders. With a focus on a product-driven and commerce-focused digital experience, we built a digital toolkit and system to span a deep e-commerce ecosystem while providing the tools to deliver the brand story across social, retail and beyond.