PROJECT 02 / 03
ONE RANGE. MANY REASONS TO RIDE.
Go: Easy
One campaign connecting Cannondale’s e-mobility range through what riders feel: everyday journeys made easier, freer and more fun.
Different bikes. One better way to move.
PARTNERS
SLIM pictures
Alex Schiller
Pernor Berg
LAB71 / 01
A visual language that finds theatre in the everyday.
4-image carouse
01 — STRATEGY
Make the feeling the common thread.
Cannondale’s city, touring and cargo e-bikes served different riders and journeys. The task was to make the range feel like one family while keeping each bike’s purpose clear. We built Go: Easy around a shared benefit: the ease, freedom and joy of riding, made possible by Cannondale engineering.
IDEA
Go Easy. Ride Electric.
OUTPUT
Category campaign, hero film and positioning.
02 — CREATIVE WORLD
Music, movement and small moments of joy brought the promise to life. Different riders and bikes shared one bright, easy feeling.
03 — EXECUTION
One platform. Many ways to ride.
A hero film brought city, touring and cargo bikes into one world. Product content then showed what Go: Easy meant for different riders, giving launch and regional teams a consistent story to build on.
One range. More joy in every ride.
04 — APPLICATIONS
Identity, print, and city-scale expression.
01 / LOGO IDENTITY
LAB71®
02 / PRINT SYSTEM
SCULPTED
BY SPEED
03 / OOH
ONE
MORE
SECOND
RELATED WORK
01 / 04
BRAND DIRECTION / 2025
Common Thread ↗
IDENTITY SYSTEM / PREVIEW
New project one ↗
CAMPAIGN WORK / PREVIEW
New project two ↗
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