The task was to design and deliver a high-impact event and demo experience for Whyte Bikes, ensuring a seamless and engaging way for riders to interact with the brand at industry events. As Creative & Art Director, my role encompassed the design and sourcing of a full suite of event materials, including:

• Branded event tents that served as eye-catching focal points, designed with high-impact visuals to attract attendees. These featured large-scale, high-resolution imagery of Whyte’s bike range, ensuring maximum brand visibility and engaging storytelling. All imagery used was from photoshoots I directed, ensuring a consistent visual identity that reflected Whyte’s brand values and performance-driven ethos. The tent structures were carefully selected for functionality and durability, providing a professional and premium brand presence.

  
  

• Dealer and end-user manuals, created with clear, visually engaging layouts that showcased Whyte’s bikes in detail, helping both customers and retailers better understand product features and benefits. The manuals also reinforced key brand messaging and technical insights.

  
  

• Presentation materials for industry partners and retailers, ensuring consistency in how the brand and its bikes were positioned across all touchpoints. These were designed to be data-driven yet visually compelling, optimised for engagement and recall.

  
  

• Event giveaways and branded merchandise, such as high-quality cycling accessories and apparel, designed to increase brand loyalty and post-event brand recall. These items were selected for practical use, ensuring that the Whyte brand remained top-of-mind for riders long after the event.

  
  

• A digital feedback system, introduced to gather valuable customer insights after demo rides. This included an easy-to-use QR code system that directed riders to a custom survey, collecting data on their experience. This helped Whyte’s marketing team refine messaging, product positioning, and future event strategies based on real user feedback.