CASE STUDY - LEO VINCE
A new side of performance
Developed a distinctive creative platform that repositioned Leo Vince in the market, scaling across campaigns, product storytelling, and athlete partnerships.
Leo Vince needed to stand out in a crowded performance exhaust category, where most competitors focused purely on product specs and performance claims. The opportunity was to build a brand that connected more deeply with riders—celebrating both the product and the people behind it.
I led the development of a unified campaign platform, We’re On Your Side, designed to speak to both the rider and the customer while creating a system that could scale across marketing, retail, and brand experiences.
Approach
Built a creative platform that operated on two levels: elevating sponsored athletes as individuals while directly engaging customers with product-focused messaging. This dual approach allowed the brand to connect emotionally with riders while reinforcing product credibility.
Defined a flexible system where athlete-driven storytelling and product communication could run in parallel, unified by a single idea and visual language.
Scope
Creative platform development (We’re On Your Side)
Campaign concept and art direction
Athlete-focused campaign system (illustration series)
Product campaign and messaging
Product photography direction
Integrated campaign rollout (print, digital, retail, events)
Catalogs, promotions, and dealer materials
Tradeshow and experiential design
Brand extensions (trucks, posters, collateral)
Execution
Led the creative direction for a multi-channel campaign system built around the idea We’re On Your Side. Developed two parallel but connected campaign streams: athlete-focused executions that highlighted individual riders through bold, stylized illustrations, and product-focused work that spoke directly to customers.
The illustrated athlete series transformed sponsored riders into distinctive brand assets, celebrating their personalities, achievements, and individuality, while creating a visually recognizable system that extended across ads, posters, and promotional materials.
Product photography took a contrasting approach, with exhaust systems emerging from darkness to emphasize craftsmanship and performance, reinforcing the premium nature of the product.
The platform scaled across catalogs, dealer materials, trade shows, vehicles, and fan-facing content, creating a cohesive and highly recognizable brand presence.
Outcome
Customer awareness increased by 47%
Dealer sales grew by 22%
Athlete sponsorships became easier to secure due to stronger brand alignment and visibility
Campaign extended across multiple channels, creating a cohesive and scalable brand presence
