Team Stölting - A whole new perspective

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"One has to change perspective sometimes to be able to find new directions". True to this credo, we shaped a new identity for the German pro cycling team "Team Stölting" through trend-setting and motivating design. The orientation for the new identity was found by following 3 perspectives:

Athletes
The team meets the best conditions for their goal to enter the World-Tour in 2015 due to contracting some of the top riders in the field.

Sponsors
The unique presentation of the team leads to intense attention in media, which is used as a strategic stage for sponsors. The communication objectives of the sponsors are actualized in the sponsorship activities.

Fans

After seven years of anticipation, race cycling fans finally find a professional German team again to fully identify with. At the same time, German top riders are extremely motivated by being given the chance to finally compete for their own nation again. A subtle balance in appearance between coolness and approachableness results in the potential for a long-term fan community.

These new perspectives lead to a new brand claim:

A whole new perspective

which is displayed consequently across the whole redesign. Jersey-design, marketing collaterals and the new online-appearance were renewed accordingly. The theme "perspective" is brought alive by the dynamic triangle of the main sponsor, representing a clear-cut course. The black and blue colors refer to continuity, whilst the red accent color is building a bridge to the main color of the co-sponsor. The red color also runs like a common thread through the whole appearance.

The photography style of the Team Stölting visualizes the ambitions and passion of the young team. It also reflects the claim "A whole new perspective" perfectly. Combined with a new online presentation, a press kit and the redesigned outfits, a unique and compelling brand appearance emerges.