Made in England Design from CSG UK
Made in England
INSIDE & OUT. A WORKING LIFESTYLE We should consider ourselves fortunate, as a cyclist we get to enjoy the unmistakable excitement that riding the best products in the world brings, all in the heart of nature and at some of the biggest and most memorable events in the world. There are very few industries where you can be the consumer and the salesman, the spectator and sportsman, but working in the cycling industry pitches your right in the centre of all of this. This is who we are. This is the simple pleasure of living Inside and Out.
PHOTO: CHARGE BIKES 12 HR ENDURO
Made in England
PHOTOGRAPHY. THE BACK BONE OF SPORTS MARKETING There is a seamless and natural journey in documenting a cycling event. The mere mortals amongst us are made to race first, whether a lung busting XC race, or riding a prestigious event like Ronde van Vlaanderen you get to experience the same course and atmosphere that the pro’s do. As a photographer we use this to our advantage, learning where on the course to capture the riding, the emotion and the crowd. You need multiple personalities to succeed in sports photography, the photo must portray a moment of pure adrenaline, technique and power from the athlete, all captured within the blink of an eye. For the company the product and branding should be clear, for the designer there needs to be adequate space for logos and text to create an advert or other marketing assets. All of this needs to be taken into consideration, the whole process becomes much simpler when you can become the consumer, drooling over products, following the teams, wanting their bikes..... When you can see the sport through the consumer’s eyes, designing and marketing become much easier. We are the consumer, what do we want to see?
PHOTOS: JAMES HOPPE
View online - www.cyclingsportsgroupmedia.com/csgportfolio
MOUNTAIN MAYHEM
24hours in the saddle, a mind blur of laps, food and mud. For me it’s the comforting knowledge of everyone being in the same boat. It’s waking up for a night lap and seeing lights twinkling on the hills and it’s the reward of saying I’ve done it.
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XC RACING
From the local woods, to the world circuit there is always spectators cheering on Elites and first timers.
PHOTOS: DALBY WORLD CUP
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RED BULL MINI DROME. The Red Bull Mini Drome is engineered by Velotrack, the team who built the velodromes for the Atlanta Olympics and the Delhi Commonwealth Games. The track measures 25 metres in circumference and is 1.8 meters wide. 100 competitors battle it out to place in the knockout rounds later that evening, the fastest 10 laps would then go head to head in a dual sprint eliminator. All the favorites were there - Tom’s, Ricky, Cunny, Chicken along with a host of new brave faces. It’s exciting to watch riders from all disciplines battle it out on a track that doesn’t favour any of them, BMXers are not used to riding fixed, whilst track riders found riding the steep and narrow banks a challenge.
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PHOTOS: JAMES HOPPE
EURO BIKE
When you create things for effect it’s rewarding seeing them in the flesh, it’s easy to forget when you spend weeks working on a project just how fun they are. It’s crucial to document this fun as it makes you realise what your doing works, like a spoof newspaper or a Merry-Go-Round bike stand.
Made in England
SPONTANEITY. CREATING MATERIAL ON THE FLY The ability to react quickly and effectively is an asset to any business. We have complete control over our products and team which allows us to promote them together. Being able to photograph a product in the studio or documenting a team rider build their bike allows us to communicate our product and brands far more efficiently than those who use external services. When you have complete control of photography and product availability you can check stock levels, arrange a photo shoot and turn this into a print or banner ad in a matter of hours.
PHOTOS: JAMES HOPPE
Made in England
TEAM SUPPORT. BIKE CHECK WITH LEWIS LACEY Supporting riders and athletes is a stable way of getting your products tested and allows other consumers or racers to become even more aware of your brand. The ability to provide the rider with their bike and document them testing it for print and online media is essential. An example is this photo shoot with Lewis. The images were captured in the morning, online in the afternoon, with a finished print ad signed off by the end of the day.
CHARGEBIKES.COM
*GRILLTI
TITANIUM BMX RACE FRAME ÂŁ1,499.99 Please visit chargebikes.com/frames for more information.
Made in England
ADVERTISING. REGIONAL SPECIFIC MARKETING There are clear brand guidelines to adhere to with all the brands that we support, however the UK’s weather and scenery differs massivly to the rest of the world. We are fortunate to have the resources available to produce advertising content very easily. Whether it’s going to the local trails or even down the beach, we are able to produce not only regional specific, but seasonal specific advertisng as well.
1. CHARGE LIMITED EDITION SPOON SADDLE LOCATION: CSG UK 2. MONGOOSE MAURICE LOCATION: BOURNEMOUTH BEACH 3. MONGOOSE MAURICE LOCATION: BOURNEMOUTH BEACH RIDER: JETHRO LOADER 4. CANNONDALE LOCATION: FRANCE RIDER: MIKE COTTY 5. GT SENSOR LOCATION: THE NEW FOREST RIDER: JETHRO LOADER 6. GT ZASKAR LOCATION: DALBY WORLD CUP RIDER: DAVE HENDERSON 7. CANNONDALE FLASH 9’R LOCATION: DALBY WORLD CUP RIDER: MANUEL FUMIC 8. CHARGE TI COOKER LOCATION: CSG UK 9: CHARGE SCISSOR LOCATION: LONDON RIDER: TOM LE MARCHE
CHARGEBIKES.COM
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£69.99
*SPOONLTD LIMITED EDITION SPOON SADDLE
Please visit chargebikes.com/parts to view our entire range.
*RRP: £429.99
MAURICE
BOURNEMOUTH
YOU GOTTA ROLL WITH IT
CANNONDALE.COM
No longer confined to the fringes of the mountain bike world, 29’ERS are fast becoming the norm. Roots, rocks, ruts, you name it. 29” wheels roll right over obstacles, increasing stability, improving traction and offering a more comfortable ride in the process. Amazingly, contrary to what you may have led yourself to believe, those extra few inches do make all the difference. Don’t ride against it.....roll with it. Flash Carbon 29’er prices from £2,499.99 to £3,999.99 Flash Alloy 29’er prices from £1,399.99 to £1,899.99
CHARGEBIKES.COM
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£1,599.99
*COOKERTI TITANIUM 29’R COOKER FRAME
Cooker steel frame-only £349.99 or steel completes from £700 - £1000. Please visit chargebikes.com/frames to view our entire range of frame only options.
Please visit chargebikes.com/frames for more information.
Scissor steel frame - only £349.99 or steel complete £599
SCISSORBIKE
CHARGEBIKES.COM
Made in England
COLLABORATION. REACHING OUT TO NEW AUDIENCES Working closely with our affiliated brands allows us to produce custom products and tailor them to their specific needs whilst maintaining our own branding direction. Having the ability to liaise with Oakley directly allowed us to produce two custom bikes for Eurobike that were displayed on their stand.
O A K L E Y
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C H A R G E
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BRANDING. Made in England
INCREASING THE BRAND AWARENESS
It is crucial that the consumer recognises the brands that they see online and in magazines, the packaging, clothing and in store POS needs to reflect this. Looking at how brands outside the cycling industry display themselves in store sometimes draws more inspiration than from visiting a bike shop. An example is using the same glowing edge acrylic that Sky use for 3D signs, or replicating POS items that are used by cosmetics companies. Understanding the unique branding requirements allows us to produce promotional material that reflect the current bike graphics as seen in the Charge brand, or to develop one off t-shirts for events and dealer shows.
1. 2012 CHARGE BIKES TEAM KIT 2. 2011 CHARGE BIKES TEAM KIT 3. CHARGE ERLESTROKE 12 HOUR POSTER 4. CHARGE ERLESTROKE 12 HOUR T-SHIRT 5. CANNONDALE INVENTERS T-SHIRTS 6. CANNONDALE EVO T-SHIRT 7. MONGOOSE MINIDROME CHRIS AKRIGG T-SHIRT 8. CHARGE PACKAGING 9. CANNONDALE FLOOR STANDING DISPLAYS 10. CANNONDALE 3D GLOWING SIGNS 11. INSTORE POS BOARDS
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Made in England