Velonova
- Paulius Budrikis
- Benjaminas Alimas
- Mykolas Saulytis
- Martynas Bacvinka
- Jokūbas Mažeika
Velonova
Sport
Change communication, Brand strategy, Visual identity, Brand positioning
2024
Velonova is a family-owned bike retailer known for its unparalleled growth and impact on the cycling culture. This success has set the stage for other players to enter the market. Velonova offers a wide range of services and maintains a large in-house stock of goods.
Approach
Market Analysis: Researched competitors, stakeholders, and cultural changes.
Segmentation: Categorized the information and stakeholders relevant to the change.
Workshops: Hosted workshops to understand the company’s roots and aspirations.
Sensemaking: Interpreted the collected information within the relevant context.
Positioning and Strategy: Articulated how the brand should act and evolve in different circumstances.
Visual Language: Created a visual voice for the company to represent itself across various contexts and become a significant and recognizable cultural influencer.
Communication Strategy: Formed guidelines for communicating the change.
The Challenge
How to communicate both family values and business growth simultaneously?
The Context of the Challenge
Velonova has experienced rapid growth, evolving from a small family shop to one of the leading cycling stores in the country. This transformation raised questions about the brand’s identity: how to integrate the values that led to this success with future aspirations.
The Insight
Finding a team that embraces the client’s culture sets the stage for great creation. When people find a common language, trust builds, and the results expand.
Brand positioning
Velonova enables you to enjoy the cycling hobby without additional worries. Liberation means a sense of independence and self-reliance experienced while riding a bike. This is one of the main motivations for cycling: from breaking free from routine, physical, and emotional constraints to escaping from the car or public transportation.
The Change to the Context
Market Differentiation: The brand stood out among many other cycling retailers, increasing engagement.
Market Uplift: Other market players started to improve their services and visual communication to keep up.
Integrated Experience: The company expresses itself online, offline, at events, and more with a captivating visual language that encourages people not only to buy but to join the movement.
