Giro

When Giro introduced their New Road apparel collection focused on more sustainable material, clean design and an audience of riders beyond lyrca-clad road warriors and baggy shorted mt. bike shredders, they needed a new voice to capture the spirt of the line and honor the brand's roots.

I crafted a brand voice rooted in their performance-oriented history, yet still inclusive and welcoming to the wider audience the design-driven collection focused on.

Role: Senior Writer