Danique de Bies





XLC is Accell Group’s master of bicycle parts and accessories. The brand makes bike parts easily accessible, affordable and qualititative: Offering a wide audience the chance for a great cycling experience.

Accell Group / XLC

 




XLC aims to better support their brand image and values with a rebrand: Bridging the gap between accessibility and excellence with every ride. A turnaround on their creative direction, including elements like a new logo, typography and color palette creates a fresh look for XLC.


In a new creative direction, we focus on what makes XLC excellent: Their parts. Photography completely centers around the products, and when humans are shown, they work as a support system to showcase the parts best.




A typography treatment over the full width of a canvas not only mirrors technical typefaces on bike parts and accessories, but also portrays XLC’s accessibility - Fitting anywhere you would need it.  

Client
Agency
CD
Strategy
Art Direction
Design
Account
PM
 Accell Group
DEPT®
Manuel di Tolve
Emma Runevad
Danique de Bies
Vincent Botman, Sander van Lit
Thomas van Slooten
Jonah Pronk