For the ride

Triumph wanted to build a motorcycle brand fit for the 21st Century, to evolve their offer and experience to make the next 25 years as successful as the last 110. Their opportunity is to get Triumph closer to today’s emerging biker audience, whilst balancing a stronger growth push into existing markets alongside successful entries into new markets. However, with such strong heritage inherent in the brand, the challenge was to preserve this amazing strength whilst better representing a more modern offer to attract a wider and younger customer.

Alongside a small team, I helped uncover what makes Triumph special and defined the essence of their way of doing things. Working with the owner and across the leadership team, we identified the evolution needed to match their ambition and plan for growth. To live up to this new proposition and support plans for growth Triumph has undertaken a major programme of activities. Ranging from employee training to new customer-focused activities, including plans for a factory tour, visitor centre and a more customer-centric dealership experience.

Strategy x Expression x Experience x Art-Direction x Brand film x Guidelines

For the ride

Triumph wanted to build a motorcycle brand fit for the 21st Century, to evolve their offer and experience to make the next 25 years as successful as the last 110. Their opportunity is to get Triumph closer to today’s emerging biker audience, whilst balancing a stronger growth push into existing markets alongside successful entries into new markets. However, with such strong heritage inherent in the brand, the challenge was to preserve this amazing strength whilst better representing a more modern offer to attract a wider and younger customer.

Alongside a small team, I helped uncover what makes Triumph special and defined the essence of their way of doing things. Working with the owner and across the leadership team, we identified the evolution needed to match their ambition and plan for growth. To live up to this new proposition and support plans for growth Triumph has undertaken a major programme of activities. Ranging from employee training to new customer-focused activities, including plans for a factory tour, visitor centre and a more customer-centric dealership experience.