I cut my teeth as a Brand Strategist on the world's most iconic rebel brand. I ran digital surveys, ethnographic research and wrote creative briefs to grow the brand in a time where the bike was only for old, rich men on weekends. My work encouraged women, hispanics and young millennial 'makers' to connect to a brand that refused to conform to anyone's stereotypes.
When the Dark Custom model line was released, I interviewed hipsters who rode fixies and custom bicycle builders (yeah, the pedal kind) about what made their rides unique. I took those insights about personalization, community, self-expression and identity formation back to the team to pave a new lane for messaging.