Lazer Brand Development

Client

Lazer in-house

Year

2018

Overview & the challenge

When I joined Lazer, it was clear that the brand’s visual identity needed stronger direction and consistency. While Lazer had a long-standing reputation in the cycling world, there was no unified understanding of who we were or what we stood for—both internally and externally.

This lack of cohesion led to inconsistencies in messaging, design, and positioning across global markets, making it harder to create a strong and recognisable brand presence.

A key issue was the inconsistent use of logos across various touch-points, including packaging, the website, and print materials, which diluted brand recognition and impacted credibility.

My goal was to establish a clear, cohesive brand identity that resonated with internal teams and global partners and ensured consistency across all brand applications.

My approach

⸺ Understanding the Landscape

Before making any changes, I took the time to listen. I gathered qualitative insights from internal staff and external brand managers across our distribution offices. This gave me a clear view of how people currently perceived Lazer—both the strengths we could build on and the gaps we needed to address.

⸺ Defining Our Identity

I organised internal creative workshops, bringing together the commercial director, sales director, and wider marketing team. These sessions were instrumental in:

Defining how we wanted to position Lazer in the market.

Identifying our brand values—what truly set us apart.

Establishing a clear communication architecture and imagery guidelines to create a more unified brand expression.

⸺ Building a Brand Book

To ensure longevity and consistency, I documented our work in the form of a brand book—a practical and accessible guide that laid out our mission, vision, brand values, visual identity, and tone of voice. This wasn’t just a design manual; it became the foundation for how Lazer presents itself to the world. It was shared with all global business partners and became an essential tool for onboarding marketing agencies and creatives, helping everyone stay aligned.

The outcome

Key Takeaways

  • A Unified Brand Direction: Lazer’s identity is now clearly defined, with all teams and partners working from the same foundation.

  • A Practical Guide for Consistency: The brand book became the go-to resource for anyone working with Lazer, ensuring a cohesive look and feel across all markets.

  • Internal Buy-In & Culture Shift: Lazer’s mission and vision are now proudly displayed at the HQ entrance in Mechelen, Belgium—a daily reminder of who we are and what we stand for.

This project showed my ability to:

  • Lead brand development from research to execution.

  • Facilitate workshops and gain alignment across different departments.

  • Develop practical tools that ensure long-term brand consistency.

  • Create a brand identity that’s not just a set of rules but a living, breathing part of the company culture.

Lazer now has a brand presence that feels as strong and innovative as the products it creates.