Reasserting brand purpose to grow business

Giro | Live what you believe

Giro, a highly-regarded maker of bike and snow helmets, aspired to expand their business and apply their proven design expertise into other related categories. To do so, they would need to reassess their own brand mission in order to compete with corporate siblings for funding.

The objective of this project was to define the origins, values and core principles that inform Giro’s culture and brand, and then articulate it in a brand bible to support their bid for corporate green-lighting and investment.

Designed and produced through their marketing partner, Wilderness, this 90-page brand bible is more than a simple chronology. Historic examples of Giro’s dedication to innovation and design were organized to reflect their fundamental beliefs and corporate character. Giro later produced pocket editions for management, employees and new hires as an inspirational touchstone for the brand’s heritage, character and mission. 

The corporate investment Giro sought for expansion was secured.

challenge    take a whole bunch of stories and distill them into a brand

strategy    see Giro as a unique personality

solution    Giro is a smart, self-aware, dynamic, principled business

take away    Giro is a business that shows potential for growth