A motorcycle company which was founded (by Scott Colosimo, Jarrod Streng and Curtis Ray in 2009) in Cleveland, Ohio of the U.S.A. Cleveland CycleWerks has its presence in 23 countries makes cool, affordable, custom – style bikes.
Cleveland CycleWerks made its Indian debut last year and made their presence felt at the auto expo earlier this year. The company is getting a good response from dealers around the country and opened its first dealer outlet in Vashi, Navi Mumbai. Now they wanted to expand their presence pan INDIA starting from Hosur, then Chennai followed by Coimbatore. Planning the expansion brought excitement & challenges hand in hand for the brand.
The role of rolling banners was to help the brand in establishing its impressive presence on pan INDIA level. We were assigned the task of creating external facade and internal environment in the stores of CCW motorcycle such that the store itself communicate a “promise of value for a product and / or service that is not commonly found elsewhere.”
Creating Immersive store experience: While analyzing the brand and understanding its history, origin, target customer, we realized that the brand is centric around euphoria of youth. The challenge was to transcend this experience in stores as well.
Standardization (Building branding specifications and guidelines): What elements should be used? Which raw material will be used? How to bring standardization?
Ensuring quality consistency: It is easy to recreate same thing again which we has been already created, however our challenge was different layout and architecture of every dealer outlet.
Strict timelines and parallel launches across India: CCW is aggressive and we had to match their aggression. Store launches, planning launch events, set-ups to participate in exhibition, everything was on at a time.
Example :- In Vashi store there was a glass door to connect the outlet and workstation area and in Hosur there was a wooden gate so, for glass gate we designed an element to be executed on one way vision film and for wooden door we designed an element to be executed on vinyl.
Creating an element in Mumbai and then creating the same element at other outlets was difficult, slight change in color or unavailability of same material could bring entirely different outcome. So, for few elements like textured vinyl we purchased the raw material centrally for every store then material processing and execution was done locally.
We saw a good response from the client as they appreciated the conceptualization & creativity in design and the finish in execution.
Client Testimony :
We, at Cleveland CycleWerks India, have executed few of our assignments with Rolling Banners in last few months. This area of work is quite un-organised and that’s where we were struggling to find a right partner who can offer a one point solution with a professional approach. Rolling banners have extended their full service and we are extremely satisfied with their support. We wish them all the very best for the future. Keep doing the good work.
Pranav Desai, CEO CCW India
Soon a lot of Cleveland CycleWerks motor bikes will be flying on Indian roads. The product is superb, and brand has an amazing story behind it. We really hope to see Cleveland MotorWerks flourish in India.
Store Right Wall – Split Frames, props & MDF elements.
We created an illustration of bike on a road with mountains on the distance to help customers aspire to ride to the mountains. We wanted to paint the story of a free soul.
These elements were created keeping in mind that it should add value to the store experience & resonate with its riders who are young, independent and passionate.
To Explore Cleveland CycleWerks Products Visit their Website
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