PROJECT 02 / 03
positioning · Launch strategy · Creator partnerships · Creative direction
FlyingV
A launch built around Cannondale’s most distinctive asset: the frame that carries its mountain bike heritage into the city.
PARTNERS
Pangea
City Bike Boyz
Jolanda Neff
LAB71 / 01
A visual language that finds theatre in the everyday.
4-image carouse
01 — STRATEGY
Make the frame the reason to look twice.
FlyingV had a story built into its silhouette. Its full-carbon V-frame recalls Cannondale’s 90s Delta V mountain bike, now engineered for city riding. I made that heritage the positioning: a recognisable design story connecting urban riding culture in the US with an outdoor mindset in Europe.
IDEA
A familiar shape, seen in a new light.
OUTPUT
Positioning, campaign system, creator partnerships.
02 — CREATIVE SYSTEM
The V became the organising shape. A palette drawn from the bike range carried through photography treatments and social assets.
03 — ACTIVATION
One idea. More than one way in.
We brought in Citybikeboys to ground FlyingV in New York’s riding culture. German creator Johannes Höhn produced an outdoor story for Europe. Bosch and Cannondale athletes extended reach on social.
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
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IDENTITY SYSTEM / PREVIEW
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CAMPAIGN WORK / PREVIEW
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