When we first met Allen Sports, they were already well established — one of the top three makers of bike racks and strollers, with a solid presence in Amazon and Walmart retail. But when we mapped out their competitive strengths (high-quality gear at more affordable prices) we saw ways for them to capture an even bigger share.

First, we took a closer look at their customers to better understand their buyer personas and communities. We refreshed the brand with new fonts, colors, design elements, style guide and tagline — all rooted in the company’s 50-year-old heritage. We built a responsive website with a robust help center, including simple how-to videos that give “shoppers” the confidence to become customers. Finally, we teamed up with Pacific Plus to create a new archive of product images and videos, helping Allen Sports capitalize on social media through lifestyle marketing and ease-of-use messaging.