Lombardo Bikes is a leading and one of the industry’s most acclaimed manufacturers. With over 60 years experience in the industry, Lombardo Bikes created a legacy for itself by building the world’s best bikes, and today, the company is an established industry leader. Not willing to stop there, Lombardo approached FOMG to develop an international branding and marketing strategy to bring new products to market, connect with riders worldwide and leave competitors in the dust.
The international market for sport bikes is very competitive, requiring a clear strategy for all company divisions. Based on our approach of using the brand as a management tool for the company, we defined a credible and effective long-term mindset and identity for the Lombardo brand that explores strengths and areas of potential while impacting all areas of the company.
The initial stage of the re-branding process to updated the logotype of the already established brand name, elevating the brand to a high-end, premium bicycle frame manufacturer and developer, an unique and novice approach to product catalogue graphic design and presentation offered a distinguished and innovative appeal to the brand.
We then based ourselves on-site, running a series of design workshops to collaboratively sketch out optimal user journeys and designs.
We started with a wide range of ideas - simply drawn on pencil and paper - which we refined into a small number of design directions.
We then went into detailed design, running a number of rounds of user testing with participants across the globe. This validated our design direction and secured a truly best-in-class experience.
It was evident from the start that a new website design was imperative, focusing on functionality but without alienating existing customers with too much of a radical change. Our award winning team of in house designers worked to reinforce the stronger aspects of the existing website and improve the weaker elements. The new full responsive website redesign focused on communicating the Lombardo brand while still maintaining our best practice eCommerce foundations to maximize conversions.
As the strategic design and technology partner, FOMG brought the campaign to life using a multi-platform approach with an emphasis on the power and influence of social media. Ongoing execution included management of a robust media spend while optimizing content and channel performance, development of a mobile-responsive application process and community microsite, launching direct-to-consumer engagement strategies, leading e-commerce and social initiatives and promoting products for optimal sale conversion.
To allow a dynamic news feed and increase brand communication, our team integrated a new blog feature and added product videos to aid brand ‘storytelling’. Pages were designed to give a clean, premium and minimalistic look and feel, with a balance maintained between the eCommerce aspect of the website and the branding/aspirational ‘personality’ of the business.
Since the birth of marketing; brochure has been the most effective tool for business communication and marketing activities. FOMG originated a brochure design style for Lombardo Bikes which reflected the brand’s values and gave the new marketing literature a distinctive look and feel. This was followed with the creation of a refreshed corporate identity.
The brief was to create a catalogue featuring mixed media images to enhance the appearance of their rich, state–of-the-art bicycles.
Using Out-Of-Home media formats, Lombardo Bikes brand was able to create multiple touch points to educate consumers about the product.
By installing billboards and posters ads in multiple locations to reach Lombardo Bikes’s target audience, FOMG generated enough interest that the yearly contracts paid for themselves in a matter of weeks. We select spots of choice each month, and unlike magazine ads, is assured exclusivity on each of the desired locations.
FOMG focuses on producing high quality ad design that utilizes product photography, highlighting the fine details of the bikes.
Pedestrians can look closely at these pieces on the large ads. People are able to really see the details and engage.
The Launch strategy was to reach consumers at multiple times in their daily routine, giving them the opportunity to learn more about the product at key touch points.
