CASE STUDY - LEO VINCE
A new side of performance
Leo Vince, an Italian motorcycle exhaust brand with deep racing heritage, set out to strengthen its presence in the U.S. market. While respected for performance, the brand lacked an emotional connection with riders and faced growing competition from both legacy and emerging aftermarket players, creating the need for a campaign that could balance technical credibility with a more human, relatable identity.
Approach & Execution
We developed the campaign platform:
“We’re On Your Side.”
A flexible idea that reframed Leo Vince as an ally to the rider, while creating a system that could speak to both culture and commerce.
At the center was a distinctive approach: illustrating sponsored athletes. This wasn’t just a stylistic choice; it became a strategic device that did several things at once:
Characterized each rider as an individual
Made the campaign about them, not the brand
Celebrated their achievements, personality, and interests
Created highly recognizable, ownable visuals for the brand
Each athlete's execution personalized the message: We’re on his side. We’re on her side. We’re on their side., turning sponsorship into storytelling and strengthening the connection between brand and rider.
Scope
Campaign concept & platform development
Brand messaging
Creative direction across all campaign assets
Print & digital advertising
Print & digital promotional assets
Product photography & visual system
Running alongside this was a complementary set of product-focused ads directed at potential customers: We’re on your side.
These executions shifted the message from identity to benefit—highlighting performance, craftsmanship, and design with clean, high-contrast photography that brought the product out of the shadows.
Together, the system worked as a whole:
Athlete work built cultural relevance and emotional connection
Product work delivered clarity and conversion
One idea, expressed in two ways—connecting the rider to the brand, and the brand to the buyer.
Outcome
The campaign quickly gained traction, resonating with both riders and dealers. Celebrating athletes as individuals, not just endorsers, made sponsorships easier to secure and more meaningful to activate.
Visually, the system scaled across every touchpoint, from catalogs and retail materials to trade show environments, transport trucks, and collectible athlete posters, creating a cohesive and recognizable brand presence.
Product photography reinforced the premium nature of the exhausts, using light and shadow to reveal craftsmanship, materials, and detail in a way that elevated perceived value.
The impact was both cultural and commercial:
customer awareness increased 47%, while dealer sales grew 22%.
