Giant
Invigorating a legacy bike brand to unleash every rider’s potential
Giant, the world’s largest bicycle manufacturer, wanted to break through into the premium market.
Known for its track record of engineering excellence and innovation, Giant bicycles are extremely popular with riders—especially among beginners looking to acquire their first "serious” rides—but lack the “dream bike” status that are coveted in this community-centric sport. When it’s time to upgrade, riders tend to move onto other, buzzier brands with more perceived social clout, many of which are often built by Giant’s OEM wing.
Lippincott partnered with Giant to pursue its ambitious plans to rejuvenate its image, starting with a massive survey of 8,000 consumers across several key markets to establish a baseline understanding of what riders think and feel about the brand. Not only did the findings back-up Giant’s functionality-first status, it also revealed potential for the brand to expand its influence among performance riders and build on its momentum in Asia and Australia.
With these results in mind, we developed a social and emotional manifesto that emphasized individual aspiration and community inclusivity. We built this strategy on the brand’s esteemed position as market leaders in bike manufacturing: Giant doesn’t just make great bikes—it unleashes each rider’s full potential, across any terrain, through every challenge.
Our approach started with a refresh of Giant’s visual identity and brand platform.
Building off Giant’s classic wordmark, we developed a new visual system that combines the past, present, and future in a refreshed narrative of the brand as innovators in premium bike manufacturing.
This included the creation of a dynamic new logo: a stylized, sharp-edged “G” whose angles recall the sport’s innate man-meets-machine spirit. Optimized to fit the front of each bike’s head tube, the logo amplifies Giant’s ubiquitous presence while also opening up brand merchandising opportunities that enhance the social experience of a ride or race.
At the same time, we elevated the Giant retail experience by expanding the company’s brick-and-mortar footprint and designing new digital touch points for rewarding sales. Inspired by our conversations with a global community of riders, dealers, and in-house teams from Giant and sister brand, Liv, we reengineered the rider’s customer journey by spotting pivotal sales conversion points where several Signature Offerings enhance customers’ in-store and digital experiences.
Given the full-bodied nature of bike riding, the Giant and Liv physical stores remain a key area of focus for the retail experience.
We worked with Giant to transform them into prime destinations that intensify the connection between cyclists, bikes, and the great outdoors. As riders progress through their life stages within the sport, they gain access to exclusive, bespoke offerings that spur word-of-mouth excitement among customers and enable cyclists to flourish in the Giant ecosystem.
Prototyping of the Signature Offerings began in 2022, with pilots and scale-ups gradually rolled out across Giant’s dealer-network.
Our partnership with Giant continues to be extremely rewarding: the invigorated brand won enthusiastic internal support and buoyed brand fidelity among clients, while the retail strategy sealed Giant’s position as a go-to retail brand for aspirational cyclists and the riding communities they love.
“Our brands have been functional in nature, to be recognized, to be trusted, and to be found. Thanks to the work that Lippincott has done, they are now part of something much bigger. For people to get better in all aspects of their lives within the communities we help shape.”
