PROJECT 02 / 03
A DIFFERENT KIND OF FAST
SuperSix EVO
A rider-led launch for Cannondale’s all-round race bike, turning Faster Everywhere into stories as distinct as the athletes riding it.
PARTNERS
Education First
Cut Media
Grubers Photography
LAB71 / 01
A visual language that finds theatre in the everyday.
4-image carouse
01 — STRATEGY
Make Faster Everywhere mean something.
SuperSix EVO balances low weight, aero speed and handling. We made Faster Everywhere tangible by matching EF Pro Cycling’s star riders with the strengths that suited their styles: climbs, attacks, sprints and descents. One product story became a series of personal ones, each with its own audience.
IDEA
Every rider has their own way to be fast.
OUTPUT
Rider-led campaign, social content and product films.
02 — THE CAMPAIGN
Playful ads matched personality to performance. Footage of each rider let their story travel through the athletes’ social channels.
03 — PRODUCT STORY
The proof beneath the personality.
Alongside the ads, an in-depth product film series unpacked the engineering: aerodynamics, weight, handling and ride feel. It gave riders the detail to understand how SuperSix EVO delivers on its promise.
03 — 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 ↗
MORE SELECTED WORK