3T CYCLING COMPONENTS
Strategic Rebranding
Fall 2008
HOw dO YOu dEfINE PaSSION?
IS IT VICTOrY?
INSPIraTION?
rHYTHM?
EXHILaraTION?
COMMuNITY?
ITaLIa?
HOw abOuT aLL Of THE abOVE?
RemembeR youR fiRst Ride?

the fiRst time you went fast,

weaving thRough the stReet cones,

R...
passion means neveR losing    More than a name or symbol, the 3T brand will
                              grow out of the ...
HOw dO YOu dEfINE a COMPaNY LIkE 3T?
3T Is a passIOnaTe grOup
Of InnOvaTOrs redefInIng
ITalIan desIgn & engIneerIng
fOr Th...
aNaLYSIS
GOaLS
Study and define 3T’s brand identity,
strategy and experience based on
its approach to product design and its
curren...
SuMMarY
Originally called Tecnologia del Tubo Torinese (Turin Tube Technology) 3T was founded

in 1961 by Mario dedioniggi...
rECENT SuCCESS
In recent days, the colors of 3T have been modified to include yellow, gold, and
silver. With a new breed o...
rESEarCH
TarGET audIENCE                                               good
                                                       ...
dESIGN PErSONaS
Our personas are a set of friends living in a city
obsessed with cycling. They and their friends are
extre...
LOGO COMParISON
IdENTITY SYSTEMS
SYSTEM ONE
3T focuses on engineering perfect products, but is
there a better way for the identity to say this?

This new s...
Spett. Società Marelli
Via Carso, 141
20100 Milano

15.10.2008



Egregio Signor Bertolli,

Lorem ipsum dolor sit amet, co...
SYSTEM TwO
Based on the research we did earlier, this mark is
focused on the concepts of speed, dynamics, and
performance....
SYSTEM THrEE
stemming from the formation of the peloton, this identity
system focuses on the humanistic and individual ele...
Still leading the pack.
SYSTEM fOur
The dragonfly is the an ideal representation for the new
3T – lightweight, high-speed, nimble and dynamic. One...
3T Design Limited
                                                                                        Via Papa Giovann...
IdENTITY
OVErVIEw
We feel that our team has succeeded in creating an array
of viable options for the future visual identit...
EXPErIENCES
INTEraCTION
Interactions are touchpoints created to connect
the 3T community to partnerships, while
incorporating the casu...
kIOSk
This interactive tool will help the 3T community
and people interested in the cycling world learn
more about their r...
3T STOrE
This is not just a store, this is an experience. The 3T
store will be located in prime cycling communities
across...
ParTNErSHIPS
partnerships are an idea that many businesses
decide to touch on to reinforce their values and
support anothe...
Behind the race interviews with riders of Team CSC   Tips when riding (How to change tire on the road)




TELEVISION
With...
uNIVErSITY TEaMS
a partnership could be established between 3T and a
private school (university) cycling team. The univers...
fITNESS CLubS
a partnership could be established between 3T and
various fitness clubs, such as 24 hour fitness. By having
...
COMMuNITY
In an effort to strengthen the 3T brand experience, we
have created an online community called 3Tride. 3Tride
en...
3TrIdE SITE
The 3Tride website represents the user’s main point of
interaction with the 3T community. In addition to the
p...
MObILE
aPPLICaTION
The 3Tride Mobile application is available on a
variety of devices, including the iphone and android
(g...
MObILE aPP                                                                            Signs-up



                        ...
faCEbOOk aPP
3Tride’s facebook component demonstrates how social
networking can enable users to conveniently interact. Thi...
braNd rELaTIONSHIPS
a LIfECYCLE
ultimately it comes down to not how good 3T is, but
how good it really wants to be. how can 3T leverage
recent...
THaNk YOu
Finally, we would like to thank you for
this opportunity. It was an exciting design
challenge which allowed us t...
3 T Final
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3 T Final

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Final Student Team Presentation to CEO & Design Director of 3T in Italy using tools & methods from Experience Design class at RMCAD.

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3 T Final

  1. 1. 3T CYCLING COMPONENTS Strategic Rebranding Fall 2008
  2. 2. HOw dO YOu dEfINE PaSSION?
  3. 3. IS IT VICTOrY?
  4. 4. INSPIraTION?
  5. 5. rHYTHM?
  6. 6. EXHILaraTION?
  7. 7. COMMuNITY?
  8. 8. ITaLIa?
  9. 9. HOw abOuT aLL Of THE abOVE? RemembeR youR fiRst Ride? the fiRst time you went fast, weaving thRough the stReet cones, Rushing down a hill, the sound of the wheels kissing the pavement? RemembeR the moment you felt alive? the moment you became a cyclist? that’s passion. that’s 3t.
  10. 10. passion means neveR losing More than a name or symbol, the 3T brand will grow out of the experiences that we have with sight of youR dReams. them but it’s only as strong as those individuals living it every day. It’s not about what 3T sells to we know it’s impoRtant to a customer; it’s about what they do for them. We need to hear what individuals are saying think about what 3t is, but about 3T. What is there story and tell it we believe it’s even moRe to the world with their point of view. We want to look at the big picture impoRtant to think about and engage in a meaningful dialogue with 3T and their customers. what it wants to be. Only then can we begin to be designers we took that thought that can solve 3T’s problem. and Ran with it.
  11. 11. HOw dO YOu dEfINE a COMPaNY LIkE 3T? 3T Is a passIOnaTe grOup Of InnOvaTOrs redefInIng ITalIan desIgn & engIneerIng fOr The InTernaTIOnal cyclIng cOMMunITy. passion individual geometry nostalgia truth aggression power performance component dynamic intrigue aspire unique triumph
  12. 12. aNaLYSIS
  13. 13. GOaLS Study and define 3T’s brand identity, strategy and experience based on its approach to product design and its current products Briefly analyze 3T’s direct competitors’ visual design systems Create a design system that provides the basis/guidelines for implementing current and future visual communications
  14. 14. SuMMarY Originally called Tecnologia del Tubo Torinese (Turin Tube Technology) 3T was founded in 1961 by Mario dedioniggi. 3T is a company that designs and manufactures handlebars, stems, forks and seat posts for high-end racing bikes. dedioniggi discovered that critical components such as bars, stems and seat pillars could be made much lighter out of aluminum alloy, with no loss of strength. But it was the handlebars that made 3TTT famous. dedioniggi’s ideas were simple and brilliant. at the height of his fame, dedioniggi quit and sold his company. Over a year ago, rene Wiertz, a former phillips executive, acquired the brand. 3T then recruited ferrari f1 engineer richard Mcainsh to head their design team. 3T understands that the way forward is to start each product design with a clean sheet. Their base is a Zen clarity; a laser-like focus on best engineering practise; and lateral thinking that tests every possibility. 3T has deployed a new design platform utilizing the same design and development packages used by airframe and race-car designers. a casual investigation of their web site, banner ads and print ads leads one to the conclusion that they have been designed unsystematically, inconsistently, ect. While the company’s brand has been well translated into and formed the SIMPLICITY basis for their products, it is clearly lacking from their visual identity. 3T’S dNa ELEGANCE INNOVATION
  15. 15. rECENT SuCCESS In recent days, the colors of 3T have been modified to include yellow, gold, and silver. With a new breed of riders, such as Tour de france winner carlos sastre, Olympic gold-medalist fabian cancellara and Olympic silver-medalist gustav larson, taking 3T components to the highest level of competition and proving victorious, 3T will now be in high demand. using the innovative design and performance based components, 3T has now entered a new chapter in the prestigious history of cycling. By anticipating trends/technology 3T wants to provide customers with a clear advantage and value by being recognized as the best designed and manufactured bicycle products- this is an understandable prospective goal. however, creating a brand, which only the elite can identify with, leaves a large amount of people outside of the circle. ultimately it’s comes down to not how good 3T is, but how good it’s really wants to be.
  16. 16. rESEarCH
  17. 17. TarGET audIENCE good This category represents the enthusiastic amateur When the time came to define our audience, we considered who is beginning to cycle seriously and is looking 3T’s history and product range. ultimately, we decided 3T’s to improve their cycling experience. This category is audience could be divided into three primary categories: most likely to derive benefit from community-oriented features, particularly purchase recommendations and encouraging social interactions. betteR These users are competitive cyclists who take their bicycles and training seriously. They participate actively in the cycling community, both locally and online. people in this category are willing to spend more money for components and features that will help them track and enhance their performance. best users in the ‘best’ category are hardcore amateurs or cycling professionals. Their needs are similar to users in the ‘better’ category, but they are different in that they form the core elements of their cycling community.
  18. 18. dESIGN PErSONaS Our personas are a set of friends living in a city obsessed with cycling. They and their friends are extremely competitive, willing to go great lengths to better their ride and have a good time. They represent potential and current members of the 3T community. holly buRns, 23 stephen muRkowski, 27 Jack miRo, 22 holly is currently attending university, studying stephen is from alaska where it is pretty typical to Jack has recently raced a couple local events in economics. living with a couple of her friends from find people trying to be one with nature and the his hometown. he’s one his share of competitive school, holly naturally has to work to help ends meet and elements, but he’s recently moved to the big city. events and raised a bit of money for charities and have a little left over for some fun. so, in order to save Working in an office all week long, stephen likes to other causes and it seems clear to him that he could money and keep in shape, she rides her bike to the flower take the weekends just for that communal therapy actually be pretty good at this cycling thing. shop she works at a bit of a ways across town. with rock and leaf, creek and sky. It helps him to keep in shape obviously, but the exercise is something of a holly will be the first to admit that her bike is her baby. tool to help him meditate amidst nature’s grandeur. holly doesn’t to play any sports, she doesn’t do video games and she doesn’t have any time for a boyfriend. since biking is so important to stephen’s she does however love her bike, and she loves riding it. mental, emotional and spiritual well-being, he wants to make sure he has a good bike.
  19. 19. LOGO COMParISON
  20. 20. IdENTITY SYSTEMS
  21. 21. SYSTEM ONE 3T focuses on engineering perfect products, but is there a better way for the identity to say this? This new strategy represents an evolution of your brand from a company focused on a product to a company that is also aware of the human and their experience beyond what the product provides. In wind tunnel tests, this identity was 33.6% more aerodynamic while dropping 47.3 grams. stress tests show it also to be 23.8% stronger. It achieves these results by losing the jaggedness in favor of more streamlined curves and refined contours. The oblique motion harkens back to the rider, leaning forward to squeeze out that bit of aerodynamic efficiency. It’s taking 3T’s high performance and passionate ideology and pulling those values into every facet of the brand.
  22. 22. Spett. Società Marelli Via Carso, 141 20100 Milano 15.10.2008 Egregio Signor Bertolli, Lorem ipsum dolor sit amet, consectetuer adipiscing elit. In iaculis enim. In pretium. Pellentesque diam risus, gravida nec, tincidunt in, mollis in, dui. Pellentesque gravida ultricies elit. Phasellus pede. Nunc aliquet luctus risus. Aenean vel nisl. Phasellus suscipit aliquet sem. Nulla facilisi. Praesent Allessio Fragile arcu odio, malesuada non, lobortis sed, dictum at, erat. 3T Cycling Components Via Papa Giovanni XXIII Fusce eu arcu. Sed posuere ullamcorper mi. Fusce fermentum nunc ac eros. Allessio Fragile 24040 Madone (BG) Sed lorem libero, condimentum tincidunt, mattis at, ornare nec, tellus. ItalyCycling Components 3T +39.035.4993911XXIII Quisque facilisis, enim sit amet commodo placerat, diam lorem luctus Via Papa Giovanni 24040 Madone (BG) afragile@thenew3t.com neque, a luctus sem ipsum sed nunc. Praesent nec magna nec sem con- Italy sectetuer molestie. +39.035.4993911 afragile@thenew3t.com Morbi nulla. Proin elit lectus, vehicula ultricies, ullamcorper vitae, semper in, tortor. Phasellus dui magna, pellentesque sed, ultrices et, tristique non, risus. Nulla ac sapien. Nulla gravida ante consectetuer mauris. Sinceramente, Allessio Fragile Via Papa Giovanni XXIII 24040 Madone (BG) Italy +39.035.4993911 www.thenew3t.com
  23. 23. SYSTEM TwO Based on the research we did earlier, this mark is focused on the concepts of speed, dynamics, and performance. Thus, this mark would reflect the involvement of 3T in competition and performance. The mark’s visual form emphasizes 3T’s history of precision engineering and state-of-the-art design. It is simultaneously aggressive and fluid. The system which took shape from this mark’s design has connotations of motion and athleticism, but retains its usability and clarity, regardless of application.
  24. 24. SYSTEM THrEE stemming from the formation of the peloton, this identity system focuses on the humanistic and individual element of 3T. as the future continues, 3T is always leading the pack, through innovative and high quality products. Though the product is finely tuned and precisely engineered, this identity’s shape is very organic and helps to solidify the relationship with the cyclist to the cycle.
  25. 25. Still leading the pack.
  26. 26. SYSTEM fOur The dragonfly is the an ideal representation for the new 3T – lightweight, high-speed, nimble and dynamic. One of 3T’s goals is to become the lightest and most efficient brand on the market. The dragonfly is not only lightweight but its design is reminiscent of structural superiority – it’s the idea that even with the lightest components the design can still be stable and sound. The dragonfly is renowned for it’s ability to zip and zoom at an incredible speed especially for it’s size. The dragonfly is dynamic in its shape, and its structural components and colors ask the viewer to contemplate the beauty in its design.
  27. 27. 3T Design Limited Via Papa Giovanni XXIII 24040 Madone (BG) Italy 15 October 2008 Tel: +39.035.4993911 To the Honorable Sen. James T Burchfield: Unt alit ad eugait ad dipsuscinim accum venibh eu feu faciduisl eum quat, senit velenit am, vulla alit vel in ute esto et autat, velendit wismolortie voloreril duipit acin velent wissi esto odiat. Ut inim doloreetum et pratie te conullandip eraesequat autat. Ignit am aut ad modigniamet acipisit etummod olorem eugait vulputet, sequate faccum eros ex eriliquatie corperos nit ing eugiat nibh esenit nonullaore duis aliquat uerostie molorpe riureet, volestrud ent num augue eum in ea feu faccumm odiat. It doleniam, quat ex enit do conseniatio commy nit eugue eu facipit aute modolut non velenim veril dio dolore core min henisit, verci tis dolorem il eugue dolore eugait, conseniam vel dolesent dolore molesequi eum dolobor am dipisit alismod ionsequis am, commy niamcoreet alit alissit, sustism odolobo rperiureet iniam, veliquatum auguerc illuptatem iurem doloboreet aute dolenit iustrud dui blaore tat. Duis nim et ad te tatie feugait nullaortie velit iliquam, sis euis acipsustrud eum vel utem vent acin henibh ex el duis adipit, quamcommod dolobor tionsequate conullaore commolore facilissis er aliqui tat praesto core miniam quat lorercinim do do ero commy num zzrillu mmodiat iliquat, commodo con hendiat. Im dit in velit nit lutpat. With Sincerest Regards, Brian Twigg 3T Design Limited thenew3t.com
  28. 28. IdENTITY OVErVIEw We feel that our team has succeeded in creating an array of viable options for the future visual identity of the 3T brand. however, it is important to stress that these identities do not make the brand, but only provide its skin. What follows is an overview of what we feel makes up the most critical part of 3T’s brand strategy: the experiences that 3T provides. We have selected identity system #1 to illustrates these experiences, but they are equally applicable to all four systems.
  29. 29. EXPErIENCES
  30. 30. INTEraCTION Interactions are touchpoints created to connect the 3T community to partnerships, while incorporating the casual rider. To make these connections strong we have developed a 3T store and kiosk that allow every skill level to interact with the product and community...
  31. 31. kIOSk This interactive tool will help the 3T community and people interested in the cycling world learn more about their ride. When in our 3T store you will be able to log in and customize your bicycle. The kiosk will help the user find and recommend what components they need to improve their ride from the information provided in your 3Tride account.
  32. 32. 3T STOrE This is not just a store, this is an experience. The 3T store will be located in prime cycling communities across the world. Maxing out at 6 stores worldwide, three in north america and three in europe. arriving at the 3T store, a prism of glass, there are individuals riding on landscaped trails surrounding the building. getting closer to the store front, you see the glass is interactive, allowing with the touch of a finger, cyclists to interact with 3T’s online community. Inside the customer service center is the focal point, surrounded by video walls broadcasting the most current cycling races. components are on display pedestals throughout the room and, exploring further, there are sporting goods, apparel and other services for both men and women. coming to the 3T store is an attraction for any avid cyclist that might be passing through the 3T cities, and it is a convenient shop for a reliable service station and a home for the local cycling community. When leaving the store, cyclists are better equipped for victory than when they entered and they have been energized by the passionate cycling community found in 3T’s employees and their peers within the 3T store.
  33. 33. ParTNErSHIPS partnerships are an idea that many businesses decide to touch on to reinforce their values and support another companies at the same time. We feel that if 3T decided to make partnerships, good ideas would include partnerships with television networks, fitness clubs, and private university cycling clubs. Together with these partnerships, 3T would expand it’s exposure and recognition.
  34. 34. Behind the race interviews with riders of Team CSC Tips when riding (How to change tire on the road) TELEVISION With millions of people tuning in daily throughout the world, television is a great medium for marketing and making 3T a household name. 3T Tv is a thirty minute television spot airing on sports networks, such as eurosport, sky network, espn, and fuel Tv. The television show will be hosted by a 3T athlete and will narrate us through a field of tips and events. during the thirty minutes there will be behind the scene interviews with cyclists pre-race and post race, live race coverage, daily tips for training, travel, and customizing your bicycle. 3T Tv is an excellent source for information and excitement for both the novice and professional cyclist. Learn the best places to cycle around the world Be a part of the race. Be at the finish line with the winners Get professional advice for the best products for you.
  35. 35. uNIVErSITY TEaMS a partnership could be established between 3T and a private school (university) cycling team. The universities with cycling teams, many of them ivy league schools, do indeed have money, but it is not given to the sports teams and is given to the academia side of the school. Take yale, for example, many of their partnerships and sponsors to their cycling team/club are not major names in the cycling industry. In fact, many of them seem to be local connecticut stores and restaurants, and not companies like 3T. This then, gives 3T the opportunity to step in and become that major sponsor name that the team should have. 3T will support young athletes interested in the world of cycling and help them to achieve their dreams of becoming pro cyclists.
  36. 36. fITNESS CLubS a partnership could be established between 3T and various fitness clubs, such as 24 hour fitness. By having interactive 3T cycling machines and possible spin classes, it would allow enthusiasts and fitness lovers alike to continue their training in inclement weather. This interactive experience allows user to connect with friends on the 3T ride network and share their performance statistics and best times.
  37. 37. COMMuNITY In an effort to strengthen the 3T brand experience, we have created an online community called 3Tride. 3Tride enables users to share performance statistics and bike tips, recommend parts, compete in time trials, and more. 3Tride is integrated trough a variety of platforms, including its own web site, mobile devices such as phones and gps units, and social networking sites. By creating an experience accessible to all cycling enthusiasts, 3Tride extends the 3T brand far beyond physical components. as an open platform, it displays advantages not represented by other offerings such as garmin’s gps tracking software.
  38. 38. 3TrIdE SITE The 3Tride website represents the user’s main point of interaction with the 3T community. In addition to the performance tracking and competitive features, 3Tride enables chat, message forums, and customized component shopping based on a user’s performance profile and bicycle.
  39. 39. MObILE aPPLICaTION The 3Tride Mobile application is available on a variety of devices, including the iphone and android (googlephone). It enables users to track their progress using the device’s built-in gps unit and integrates with popular social networking sites such as facebook.
  40. 40. MObILE aPP Signs-up <<includes>> SCHEMaTIC Logs in What can the user do with the 3T iphone application? <<includes>> <<includes>> Updates This schematic shows all actions he can perform <<includes>> his status <<includes>> and highlights the tool’s community aspect. Creates a Chooses a route route Links a photo <<extends>> Tags a <<extends>> place Links a Video <<extends>> Links a comment Catches Sends an sight of <<extends>> instant people on message the same <<extends>> route Sees people in the same area <<extends>> Catches sight of people on Posts a <<extends>> routes which comment on are supposed a media to cross <<extends>> <<extends>> <<extends>> Looks at a <<extends>> Adds a profile contact Suggests a challenge Suggests a meeting Looks for somebody
  41. 41. faCEbOOk aPP 3Tride’s facebook component demonstrates how social networking can enable users to conveniently interact. This part of the 3Tride experience demonstrates the value of having a shared data set that can be utilized by multiple platforms as opposed to a proprietary online system.
  42. 42. braNd rELaTIONSHIPS
  43. 43. a LIfECYCLE ultimately it comes down to not how good 3T is, but how good it really wants to be. how can 3T leverage recent success without becoming overly dependent upon it? What needs to happen now: More than a name or symbol, It’s not about what 3T sells to a customer; it’s about what they do for them. 3T cannot create a brand which only the elite can identify with. let’s redefine 3T by focusing on the experience first. 3T was More than a name or symbol, its not about founded on creating parts that really delivered the thrill of what 3T sells to a customer; it’s about what the ride. years later the company has shifted its focus on they do for them. 3T cannot create a brand competition and supreme performance. But even after the which only the elite can identify with. Tour de france, 3T is so much more than this. We believe that 3T is a passionate group of innovators redefining Italian design + engineering for the international cycling community. 3T needs to share the stories that are being told by cyclists. What is their story and how can a passionate group of innovators retell this story? We want to look at the big picture and engage in a meaningful dialogue with 3T and their customers. 3T needs to become more than just a typeface or a logo. It wants to be a brand but needs an icon that embodies the passion and performance in each and every cyclist.
  44. 44. THaNk YOu Finally, we would like to thank you for this opportunity. It was an exciting design challenge which allowed us to work with such a prestigious brand. It has been a learning experience and an amazing journey. Each of us has grown in countless ways and this project will never be forgotten. We’re your 3T team. Ride with us!

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