Value Bike of the Year

After launching the Fluid FS, the reviews confirmed that we'd nailed the message - this WAS the most capable bike on the market that didn't require to skip 4 rent payments to buy.

And then Pinkbike, and a number of other leading MTB magazines named it their Bike of the Year for 2022.

It was the third bike of the Year in 4 years.

Once again, this was cause for celebration.

Range - Bike of the Year

The rave reviews started pouring in on the Range - which, to be honest, didn't surprize any of us.

What WAS a pleasant treat, however, was when Pinkbike.com named this new bike it's Bike of the Year for 2021.

This requred some pretty public celebration!

Range Launch

Norco launched a highly-anticipated new Enduro Race platform that vaulted the company's design and engineering chops three tiers up.

Pre-launch buzz was at all all-time high - the hunger was huge, the Internet was on fire, and the forums were fanning the flames.

This launch HAD to be huge!

Every Rider, Every Trail - Creative Directive

The Every Rider, Every Trail campaign was about far mre than an animated video.

Providing safe, accessible opportunities to under-represented communities in cycling goes far beyond making a capbale, affordable bike. It's abous providing an opportunity for under-repesented folks an opportunity to see themselves in the space these sports happen in.

It's about finding new way to imagine the sport of mountain biking through the eyes and experiences of others,

Understanding that the Great Outdoors is, in fact, the opposite of great for folks from some communities is the only way we start to actually open the door and let more people in - on their terms.

Mountain Biking is better when we make room for Everyone.

Every Rider, Every Trail

When we launched the new Fluid FS, an aluminum full suspension Trail bike designed to perform at the highest level at a relatively affordable price, I pitched the idea of an Inclusion-Forward launch. The team embraced the concept with huge energy and excitement!

The resulting launch video and materials set the stage for Norco to play a leading role in inclusive messaging in cycling.

Norco - No Other Way

In support of the Norco Brand Refresh, we produced an evocative anthem video that expressed the brand in way that connected with a diverse range of enthusiasts.

I wrote the script specifically to express the brand ethos while tapping into how riding bikes makes people feel. I think it turned out great.

Norco Brand Book

In 2020, I embarked on one of my most significant projects ever - establishing a Brand Voice in support of the refreshed identity of one of Canada's most iconic cycling brands - a brand that's been around 60 years, but lacked an identity that expressed its premium performance and innovation.

The resulting Norco Brand Book tells the story, celebrates the past, and looks boldly into the future.

Click on the three dots and select Full Screen to get a closer look.