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

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MEDIA