SRAM is a leading manufacturer of bicycle components sold under a collection of brands, including category-leaders Rockshox and Avid. We conducted a series of brand story workshops and consumer dialog to help SRAM focus on the core stories of their brands, develop a better understanding of the relationships between them, along with how the stories flowed through their brand community. We continue to support them with various projects and are in development with a “Dashboard” to track their trajectory as a brand.


  • Stem Cell brand research
  • Brand workshops for Avid & Rockshox
  • Development of a brand dashboard


SRAM continues its journey to become the leading brand for bicycle components. This work has clarified the obstacles and opportunities and empowered the brand community with knowledge about the various brands, creating a deeper connection.