KHS manufactures a full line of mountain, road and touring bicycles as well as comfort tandems and cruisers. The brand offers quality craftsmanship, smart tyling and top-of-the-line components at an affordable price. KHS bicycles have raditionally appealed to entry-enthusiast riders and price-conscious consumers looking for a great deal on a quality bike. But, a slew of mass-market, low-end competitors have continued to improve product performance, widen distribution and increase marketing budgets while selling at a very competitive price point.
redefine. reposition. reorient
voYce was engaged by KHS in an effort to transform and catapult the brand’s image from entry level to an up-scale lifestyle icon. The objective: to increase sales by redefining KHS in advertising, product graphic design & marketing.
cycling: it’s in your soul.
In our initial strategy research I began by asking, “What are cyclists doing when they’re not riding?” Biking is more than just a weekend adventure, the spirit of the trail, the wind in your face; it’s in your soul. We took the basic concept and aimed to establish KHS as the bicycle built for the individual. While every other bicycle manufacturer was zigging in the marketplace, voYce helped KHS zag by creating an emotional connection with riders. The position I established is now the essence of the KHS brand promise, “live the ride”.
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