Whyte Bikes emerged as a strategic winner during the lockdown, capitalizing on surging demand for high-performance bikes and reinforcing its reputation for engineering excellence. With a strong focus on innovation and rider-first design, Whyte not only sustained growth but positioned itself as a market leader, ultimately leading to its acquisition by private equity. Under the leadership of a forward-thinking executive team, the brand continued to push boundaries in design and performance, setting the stage for the launch of EVO.

One of my many objectives when joining Whyte was to elevate the brand so that we were not only competing with industry leaders in performance but also in aesthetics—from the bikes themselves to the marketing. This ambition drove the development of EVO, a dynamic sub-brand for the ELyte bike range, positioning it as the pinnacle of innovation and performance. This involved crafting a compelling brand identity and executing a high-impact release campaign that effectively communicated EVO’s cutting-edge design and engineering advancements.

As Creative & Art Director and Design Lead, my role encompassed directing both the photography and video shoots, ensuring the creative vision was realised through storyboarding, shot planning, and on-set direction. Beyond production, I was responsible for designing engaging motion graphics to highlight key product features, such as centre of gravity optimisations, as well as creating a suite of social media carousels, digital ads, launch emails, and a content-rich landing page to drive audience engagement and conversions.