REYNOLDS
Who: Reynolds, a high-end cycling wheel company out of Utah.
What: Three sites focusing on the brand’s innovative processes.
Why: Reynolds needed to bolster its position as a leader in the cycling wheel industry.
When I first met Reynolds, they came to the Experticity building to meet the creative team and being our immersion phase, the first part of our creative process where the creative team, myself and designer Nick got to know a brand and learn about their goals, struggles and have initial content brainstorms.
We focused on three things:
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How to improve brand perception from bargain to boutique
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Clarify/identify the perception of Reynolds brand
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Support market expansion and growth to direct to consumer​
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One key thing we did before this meeting was that the creative team collaborated with the brand strategy team to conduct a brand perception poll against other wheel competitors from our cycling audience to confirm the brand’s concerns about their brand perception. We had found that was true. The cycling audience had heard of Reynolds but they weren’t willing to make a recommendation.
After the brainstorm, we decided to make three pieces of content. First, a brief “getting to know” the brand listicle where an Experticity member can learn about the brand quickly to lay the foundation of the brand’s expertise using their Direct of Product Development, Todd Tanner as the brand’s voice. This particular site would be published two months before the other sites.
Second, we wanted to give the viewer more of an inside of look at how Reynolds manufactures their wheels. We enlisted a cycling expert to tour the Reynolds factory alongside Todd Tanner. The script, in this instance, was very loose. The basic beats of the story were written down but I wanted an authentic conversation to take place between our cycling expert and Todd Tanner. It’s a risk I like to take when writing video scripts when authenticity is an important value to my storytelling style.
In the third site, we culminated with a brand story where we got to show off Reynolds’ products, technologies and processes even further. By this point, we believed that we’ve built the perception of Reynolds to be a high-end, boutique brand and provide information about Reynolds products to inspire the reader to purchase a set of wheels.
When Reynolds saw the final product, they were thrilled and had minimal edits on the first round of edits. We launched the final two sites and we found that in an “after” brand reception poll that the perception of Reynolds had changed considerably.
Reynolds was one of my favorite clients for how open they were to my ideas and how much passion they put into their product and I think it came across in the content.