Client: Yellow Jersey
THE BRIEF...
How do you make your rebrand a splash at cycling's biggest industry event?
This was the question facing Yellow Jersey, a specialist cycling insurer from the UK. They had worked on a visually stunning rebrand with the design geniuses at Conductor Studio, but they needed something more if they were going to turn heads at the London Bike Show.
Yellow Jersey asked us to take charge of the editorial process, from the commissioning of fresh content, to repurposing successful blog pieces, to leveraging existing relationships to tell new and dynamic stories. The purpose was to show the people at London Bike Show just what Yellow Jersey was about, by giving away a gorgeous piece of print bristling with engaging stories.
We spoke to Yellow Jersey ambassador, Sean Conway, for an exclusive interview, enlisted the help of top cycling coach and columnist, Dave Smith, and profiled Canyon-Eisberg, one of the UK's most exciting young race squads. Slowly but surely, the first issue of The Draft was born.
Once we had the content in the bank, it was all about working with Conductor to get everything on layout in time for the print deadline. We maintained steady contact with the design team throughout – always available to make last-minute cuts, tweaks and edits.
LOOKS GREAT, BUT DID IT WORK?
The Yellow Jersey stand was one of the most popular at the London Bike Show 2018, with hundreds of punters stopping by for a chat and to pick up their copy of The Draft. After the show we saw plenty of happy customers taking to Twitter to praise the quality of the mag.
Since the rebrand, Yellow Jersey has enjoyed record-breaking month after record-breaking month – something we're always delighted to hear. We've continued our working relationship with Yellow Jersey too, supplying them with a steady stream of engaging editorial content for their new blog called, you guessed it, The Draft!
“As a service provider we felt having something tangible to take away was important and we knew we could do better than a branded ballpoint pen! We’re very proud of The Draft. It has some wonderful content from bite-sized bits to enjoy over an espresso to longer articles including an interview with endurance athlete and Yellow Jersey ambassador, Sean Conway. Sean kindly signed many copies of The Draft for fans after they heard him present on the main stage, just a stone’s throw from our stand. ”