Few passions unite people like a ride. Thus, Garmin Italy created the Garmin Cycling Club, thanks to which all Garmin-lovers can share rides and exclusive experiences with great champions.
The Garmin Cycling Club is exclusive, yet it is open to anyone who wants to share unique experiences. It develops in three meritocratic levels (Founders, Leaders, and Members), based on their activities and their active participation in the community.
WELCOME KIT & VISUAL IDENTITY
The Values Of The Club
We designed the logo, a custom clothing line and a membership kit that remind in all their aspects the values of the Club: competition, belonging, and speediness. The lines of the logo evoke dynamism and the unmistakable bands of the world champions’ jerseys. The Founders’ symbol is the ultimate expression of power and sovereignty. The colors of the Club, gold and blue, emphasize its exclusivity and prestige.
THE VIDEO
A Video That Speaks For Itself
An intense hour and a half before going to work. A tour in the woods during the golden hour. Alpine passes on Sundays. Or simply getting lost not caring about the result. This is how we decided to communicate Garmin’s initiative. The video was shot while riding with outstanding Italian athletes, such as Alessandro Ballan, Virginia Cancellieri, Norma Gimondi, Marco Aurelio Fontana, Davide Camicioli and others.
Every year, Garmin Italy honors the stories and individuals who have defied their limits with the Beat Yesterday Awards. Over time, the event has evolved to seamlessly adapt to new challenges. It began as an award to professional athletes, then transformed into a contest that celebrates everyday individuals with unwavering, inspiring passions.
Videomaker: Igor D’India, Francesco Andreoli, Massimiliano Santillo, Patrick Invernici, Jacopo Zomparelli, Matteo Zanga, Backstage: DigitalDodo, Pietro Bianchi
Locations
Telelombardia, Spazio Gessi Milano, Villa Necchi Campiglio
The event has brought together renowned athletes like Filippo Ganna, Alex Zanardi, Simone Moro, Hervé Barmasse, and Max Sirena.
EVENT COORDINATION AND ART DIRECTION
Art Direction
Red Hot has been a partner of Garmin Italy since the very beginning of this initiative. We’ve taken an active role in the art direction, designing everything from the coordinated image to the prizes themselves. The Beat Yesterday Awards are true shows, and that’s why we’ve built stages that have hosted outstanding presenters like Linus and Davide Camicioli.
AUTHENTIC STORIES
The Power Of Storytelling
To bring to life authentic and inspiring stories, we provide a platform for the protagonists to share their remarkable experiences through videos that are showcased during the ceremony.
Minedout is an Italian clothing brand that transforms casual denims into sartorial, personalized trousers. The brand’s eye for details makes the product a quality piece, typical of the Italian sartorial essence. What makes these jeans customized, and therefore particular, is the fragrance matched to each of them according to their fabric, seams, and rear leather label.
Starting from the idea of tailored pieces, quality material, and original fragrances, we have built the logo and the image of the brand. The tradition of Made in Italy matches with the customization of the denims, making them really unique and unforgettable.
THE VIDEO
Mixing Online And Offline
During the launch of the brand, we created a microsite that could be reached only through a secret digital key provided to the sales force, combining a more traditional way of selling to an innovative online communication.
