BRANDS
FRAMES AND GEAR
Some brands struggle to get noticed. But Copenhagen based component brand Frames and Gear had a different problem.
Cyclists who care about components already knew their name. The question was whether they understood why these details matter. And whether the brand itself could say that with any conviction, without just saying it.
Alexandre already knew. He had been riding their components for months. Because he genuinely preferred them. That's where this story started.
OBJECTIVE
Turn a niche component brand into a globally recognised name among cyclists who care deeply about what's on their bike. A presence that feels high-end because the product is high-end.
MADE
A content strategy defining voice, visuals and priorities. Specific direction that aligned an external agency for a full site and Instagram rebrand. Monthly content assets for new products and always-on awareness. Shot in a real workshop, on a wide range of real bikes.
DISTRIBUTION
Monthly asset drops across Frames and Gear's owned channels. Ambassador storytelling through Alexandre's personal Instagram, where the components appear naturally. Because that's what he rides. No forced integration. Stories as they come.
OUTCOME
A premium brand presence that grew from "another component brand" into "the one to get." A content library that supports both direct sales and trade partnerships. And a brand carried by people who mention it often. Attention earned. Because it comes straight from their hearts.
RESULTS
/// Strategy delivered and adopted
/// Rebrand executed off the strategy
/// Image sets created for the refreshed webshop
/// Monthly asset drops ongoing
MODULES
/// Foundation Workshop
/// Always-On Content
/// Content Management
/// Ambassador Marketing
CREDITS
Alexandre Gazquez
