The Schwinn Story
Creative Direction + Design
Copy Writing
Schwinn is a brand that has a long history rooted in outdoor cycling and in 1995 the Indoor Cycling brand was launched. When I started at Core, it was clear that we relied heavily on Schwinn’s 100 year history but there was an indoor cycling story to be told. I was asked to work with our Group Cycling Product Manager to develop a piece that would accomplish the following goals:
Connect with our audience - the Schwinn community
Explain the product lines to gym and studio owners
Pull together key differentiators to stand out against our competition
Convey Schwinn’s vision and mission
Working with Digital Designers Robert Pallister and Nathan Rees, I created a mood board that depicted the aesthetic to be captured in the renderings that were needed to illustrate our story. Imagery was developed that spoke to the quality and beauty of the indoor cycling line.
I then wrote a thoughtful, compelling story to walk the reader through the decisions they must make to best outfit their space with the bikes needed to meet their member needs. From feel of the ride, to technology and customization, The Schwinn Story is a complete guide to everything we have to offer the indoor cycling market.
