microSHIFT
A rapidly growing company specializing in high-quality, affordable bicycle components. It offers various products, including derailleurs, shifters, and cassettes. Known for its innovative designs and reliable performance, microSHIFT caters to cyclists of all levels, from casual riders to serious enthusiasts. With a focus on providing precise shifting and durable components, microSHIFT has established itself as a trusted name in the cycling community, offering an accessible alternative to higher-priced competitors without compromising quality.
Task
Elevate the microSHIFT brand by developing a comprehensive visual strategy that produced high-quality photos and videos for use across the website, marketing materials, and documentation. The project also involved setting up a content production system and calendar to ensure a consistent flow of engaging content aligned with the brand’s goals.
The primary challenge was to create a unified visual identity for microSHIFT that would resonate across various platforms, from digital marketing materials to product documentation. The brand needed a consistent and compelling visual presence that would differentiate it in the competitive cycling components market.
Additionally, we needed to establish a content production system that could efficiently and consistently deliver high-quality visuals. This system had to be scalable and adaptable to the evolving needs of microSHIFT, ensuring that the brand remained visually cohesive across all touchpoints.
To address these challenges, we developed a comprehensive visual strategy that included shooting and producing a series of high-quality photos and videos tailored specifically for microSHIFT’s marketing and documentation needs. This involved meticulous planning to ensure that each piece of content aligned with the brand’s core values and market positioning.
Simultaneously, we established a content production system and content calendar that enabled microSHIFT to maintain a steady flow of fresh, engaging visuals. This system was designed to be scalable and adaptable, allowing for continuous content creation that could meet the brand’s growing needs while maintaining visual consistency.
| Primary #91c73e | SCSS var $color-green | ◯ |
| R 0 G 122 B 255 |
Magnetic Red
| Beige #fefefe | SCSS var $color-white | ◯ |
| R 0 G 122 B 255 |
Slight White
| Grey #333333 | SCSS var $color-grey | ◯ |
| R 0 G 122 B 255 |
Neutral Grey
| Black #000000 | SCSS var $color-black | ◯ |
| R 0 G 122 B 255 |
Moonlight Black
microSHIFT’s color palette was carried through all photos and videos to create a cohesive brand vision. The green reflects the brand’s eco-friendly ethos and connection to the outdoors, while the broad use of white space on the website gives a clean, modern look that highlights the products.
In product photography, the use of black emphasizes the precision and sleek design of microSHIFT components. This consistent use of color across all visual content strengthens brand recognition and ensures a unified, professional presentation.
Our efforts resulted in a strong, cohesive visual identity that resonates across all platforms. The dynamic photos and videos we produced have enhanced the brand’s appeal, making it stand out in the competitive cycling components market.
The content production system we implemented can now deliver consistent, compelling visuals that align with microSHIFT’s brand message. This system has streamlined the content creation process and positioned microSHIFT for sustained growth.