As part of each season launch, Malvern Star produces a range of supporting creative materials for B2B and D2C sales including dealer manuals and catalogues, product marketing assets, and photographic content.
Designing multi-page spreads for a cycling brand requires a lot of structure as all technical specifications for each product taken into consideration. This technical data includes measurements for each tube on the frame as well as relevant components such as the type of wheel, handlebar or saddle.
The creative solution was designed to suit the product and brand positioning within the market – Malvern Star is brand focused on quality and value for money and not specifically concerned with racing performance. As such, assets were targeted at the “fit for life” consumer.
Two full days of shooting were scheduled around Melbourne to reference the brand's rich heritage in the Melbourne cycling culture. Locations were chosen that were closely linked to the traditional cycling community as well as inner-city Melbourne culture.