{"id":5526,"date":"2024-10-01T16:30:19","date_gmt":"2024-10-01T08:30:19","guid":{"rendered":"https:\/\/ddg.pixo-lab.com\/works\/liv-cycling\/"},"modified":"2024-10-04T16:54:50","modified_gmt":"2024-10-04T08:54:50","slug":"liv","status":"publish","type":"work","link":"https:\/\/ddg.pixo-lab.com\/en\/works\/liv\/","title":{"rendered":"Liv Cycling"},"content":{"rendered":"\n
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Client <\/h5>Liv Cycling<\/span><\/div>
Industry <\/h5>Consumer Goods & Retail<\/span><\/div>
Service<\/h5>Brand Strategy, Brand Communication, Brand Identity, Brand Experience<\/span><\/div> <\/div>\n <\/div>\n
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As the world\u2019s number one cycling brand for women, Liv understands that cycling is more than just racing and performance. It\u2019s also about self discovery, and the joy of the ride.<\/p>\n <\/div>\n\n

DDG worked with Liv to build a\u00a0cycling brand especially for women. Our team developed a brand strategy, identity, and communications system\u2014paving the way to inspire female cyclists everywhere.<\/p>\n

Our challenge was building a unified brand that would connect with women the world over. We aspired to make cycling as easy to embrace as running or yoga, and shatter the stereotype that cycling is limited to high-performance athletes. To do this, we needed to bring the conversation back to the cyclist herself.<\/p>\n

Appealing and approachable<\/b><\/p>\n

Liv is on a mission to welcome more women into the cycling community. To do this, our team developed a strategy to concentrate Liv\u2019s efforts on a single task: make cycling appealing and approachable to women. So we focused on the reason people fall in love with cycling in the first place\u2014the experience itself.<\/p>\n

Experience the emotion<\/b><\/p>\n

Riding a bike is fun, exciting, and even empowering. Embracing these emotions, Liv is inspiring women to start pedaling. We captured the exhilarating feeling of coasting along smooth pavement\u2014or traversing rough terrain\u2014through new brand photography, and an expressive new identity.<\/p>\n

Sparking confidence<\/b><\/p>\n

We extracted the emotional experience of cycling to craft messaging that encouraged women to discover cycling, and become confident cyclists\u2014both on the bike and off. We developed communications that invited women to give cycling a try, and supported the growth of a burgeoning community of female cyclists.<\/p>\n

On the right track<\/b><\/p>\n

Liv has transformed cycling into a sport that women can embrace. They have become an integral part of a newly inspired global community of female cyclists. They are leading the market as the world\u2019s #1 women\u2019s cycling brand, and have become the go-to source for information about cycling for women. They\u2019re bringing innovation to cycling in a brilliant new way\u2014and, who knows, maybe they\u2019ll keep growing to expand beyond cycling. They\u2019re certainly on the right track.<\/p>\n<\/div>

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Making cycling appealing and approachable to women<\/p>\n","protected":false},"featured_media":5536,"template":"","work-type":[53],"class_list":["post-5526","work","type-work","status-publish","has-post-thumbnail","hentry","work-type-consumer-goods-retail"],"acf":{"cmz_sticky_this":false},"yoast_head":"\nLiv Cycling | DDG\u65b9\u7b56\u54c1\u724c\u9867\u554f<\/title>\n<meta name=\"description\" content=\"DDG\u662f\u4e00\u9593\u4f4d\u65bc\u53f0\u5317\u548c\u4e0a\u6d77\u7684\u9818\u5c0e\u54c1\u724c\u9867\u554f\u516c\u53f8\uff0c\u63d0\u4f9b\u5168\u65b9\u4f4d\u7684\u54c1\u724c\u7b56\u7565\u670d\u52d9\u3002\u6211\u5011\u7684\u8de8\u570b\u5718\u968a\u7d50\u5408\u570b\u969b\u5316\u7684\u8996\u89d2\u3001\u7b56\u7565\u601d\u8003\u548c\u591a\u5143\u5316\u7684\u5275\u610f\uff0c\u70ba\u4f01\u696d\u6253\u9020\u5177\u5f71\u97ff\u529b\u7684\u54c1\u724c\u5f62\u8c61\u3001\u843d\u5be6\u4f01\u696d\u9858\u666f\u4e26\u5275\u9020\u5718\u968a\u4f73\u7e3e\u3002\" \/>\n<meta name=\"robots\" content=\"noindex, 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