What it does
Our Brand Lens is the lens through which we focus and manifest Our Purpose. It defines the most important creative elements that must universally bring our purpose values to life and provides consistent personality, texture, and tone throughout every consumer touch point of our brand.
Our brand lens informs the brand guidelines, which brings our creative applications and output into alignment. They work together to focus and align all of our creative to show up as one brand aligned to our purpose.
It all flows from our purpose and this is how it will manifest.
In order for creative to align to our purpose, it needs simple, specific attributes, descriptors, and tangible elements to connect and create with.
Our Creative Principles
We have as much fun as possible. We bring the spirit of riding to life 365.
We fight for the future of our sport, people, and planet.
Our product is grounded in technical performance and committed to quality.
All of these principles need to work together in concert and influence one another.
More on our commitments on the Purpose Page →
Brand Lens One-Pager
These principles influence all creative elements and bring our purpose values to life through everything we make say and do.
The line starts here, this is how we show up together.