Branding
Re-Brand: DEAN Ultimate Bikes
At Janus Cycle Group, DEAN wasn’t just a brand I worked on — it was the one I lived and breathed. DEAN had always been a cult favorite for riders who never cared to fit in: edgy and unapologetically cool — the bike you chose if you wanted to stand apart. In 2024, I led the rebrand of DEAN Ultimate Bikes, reviving a legendary name that had lost momentum through years of inconsistent identity. I crafted a bold new look that honored DEAN’s cult following while pulling in a fresh generation of riders — younger, tattooed, and against the grain. The result was a revitalized brand with grit, edge, and renewed cultural relevance.
-
Developed a refreshed visual identity, ensuring cohesion across photography, videography, frame finishes, and graphic design
Provided the Ultimate user experience through refined tone of voice, website design, copywriting, and social media strategy
Introduced new decal sets and upgraded anodized finishes that resonated with both loyalists and a new generation of riders
Built omni-channel marketing templates to streamline social and email campaigns
Designed and launched a merchandise line aligned with the updated branding and graphics
Directed DEAN’s ambassador program, driving cohesive cross-channel marketing strategies and brand alignment, amplifying reach and brand identity
-
Web traffic surged 50%+ in the first 6 months following the relaunch
Social engagement doubled as the refreshed identity resonated with longtime fans and a younger audience
The rebrand reestablished DEAN as a bold player in cycling culture, sparking renewed loyalty and attracting new riders
Media presence increased with coverage from The Radavist and BikeRumor
Brand recognition skyrocketed, driving trade-ins and new sales from early loyalists rediscovering the brand
Merlin Metalworks
Merlin Metalworks has always carried weight in the cycling world — one of the first titanium bike builders that paved the way for the industry’s evolution. When I joined Janus Cycle Group, the brand was under new ownership and in need of stability after years of inconsistent identity shifts. Working closely with Angry Bovine, I helped implement their branding strategy and style guide, ensuring Merlin’s identity was expressed with clarity, consistency, and elegance. The result was a modernized presence that honored Merlin’s pioneering legacy while positioning it as a refined, timeless force in today’s cycling culture.
-
Implemented Angry Bovine’s style guide across digital channels, ensuring consistency and clarity
Aligned photography and videography with the new brand direction to showcase Merlin’s craftsmanship and elegance
Redesigned marketing collateral to reflect the refined, modern identity
Elevated product presentation through cohesive graphics, finishes, and visual storytelling
Streamlined social media content to embody the updated tone and style
Reinforced Merlin’s position as a pioneer in titanium bikes, honoring its legacy while modernizing its voice, look, and feel
Introduced elevated frame finishes, blending classic Merlin heritage with contemporary design
Streamlined Janus Cycle Group’s overall brand image while clearly distinguishing DEAN and Merlin as unique, standalone identities
-
Strengthened Merlin’s reputation as a pioneer in titanium bikes, restoring clarity and consistency to a legacy brand
Reinforced brand recognition and trust through cohesive visual storytelling across digital, product, and social channels
Elevated product perception by pairing refined finishes and graphics with a modernized marketing presence
Increased audience engagement with streamlined, brand-aligned content across web, social, and paid media
Enhanced Janus Cycle Group’s umbrella identity, while establishing DEAN and Merlin as distinct, standalone brands with their own voices and visual systems
VeloSport Wellness
At VeloSport Wellness CBD, I shaped the brand from the ground up—developing a consistent presence across digital, print, and retail channels while navigating the complexities of a highly regulated industry. From creative direction and compliance-driven messaging to nationwide sales strategy and product development, I ensured every touchpoint reflected the brand’s wellness-driven identity and positioned it for both consumer trust and large-scale distribution.
-
Built and maintained a cohesive brand presence across social media, email marketing, and printed advertising, ensuring consistent voice and visuals across all platforms
Researched and reviewed CBD policy to guide compliant branding, messaging, and product positioning in a highly regulated industry
Hired and managed a team of nine outside sales representatives nationwide, training them to embody and represent the brand effectively in diverse markets
Balanced small-business agility with large-scale distribution, shaping a brand identity that could resonate both locally and with national retail partners
Collaborated with vendors and lab partners during product development to safeguard brand integrity through quality, compliance, and innovation
Directed sales management and logistics for both B2C and B2B channels, strengthening brand visibility with major distributors such as Quality Bike Products and RangeMe
-
Expanded brand reach nationwide by securing partnerships with major distributors, including Quality Bike Products and RangeMe
Drove engagement and visibility by creating branded campaigns across social, email, and print, building recognition in both consumer and wholesale markets
Elevated product credibility and consumer trust by ensuring all branding and marketing adhered to strict CBD compliance standards
Strengthened brand presence in key markets through a trained sales team of nine representatives, extending brand voice and values across the U.S.
Streamlined product-to-market process by aligning vendors, lab partners, and distributors under a unified brand strategy
