Creating downhill momentum for a west coast cycling apparel brand.
Lexi Miller is a new cycling athletic wear created specifically for the female cyclist. The brand's core mission is to provide a fashionable alternative to existing clothing lines created with a hodge-podge of brand logos and unsightly color schemes, often based on a single fit and male body type.
California entrepreneur and avid cycling enthusiast, Alexis Benson, contacted Brave People to help launch the debut of her new brand and we promptly took the ride. From concept to completion, we built Lexi Miller a platform to reach the woman who places value on high-quality, functional gear that can keep up with a fast-paced sporty lifestyle.
The Must Haves
Identity Creation E-commerce Build (Shopify) Web UI/UX Design & Development Content Strategy & Messaging Photo & Video Content
A casual cursive signature coupled with abstract monostroke hearts to form a four leaf clover marks the Lexi Miller brand identity. Custom business cards, collateral materials and product hang tags carry the Lexi Miller clover motif seamlessly from web to storefront.
Our team ventured out into some of the most frequented cycling locations in the San Francisco landscape to capture lifestyle content for the Lexi Miller lookbook and social marketing.
A custom e-commerce storefront built on Shopify allows the user to easily explore and shop and complete secure check out in several clicks. Likeminded cycling enthusiasts can stay in the know on Lexi Miller product releases and cycling news on her blog and instagram feed.
Capturing the laid-back ethos of the Lexi Miller brand on a ride through the cliffs of southern California was a natural choice. The brand narrative includes a voiceover by Benson herself, set to enchanting footage that follows cyclists along a scenic coastline. Curated libraries of product and lifestyle photography provide cohesive imagery to the site aesthetic that is carried through marketing and collateral materials.