Project Highlights

• Website Design

  A new platform for Chrome

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• Brand Photography

  Capturing the gritty-but-elegant aesthetic

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• Brand Guidelines

  A new positioning: Urban Survival Gear

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Built to Live Here

Chrome has long been respected in the bike community for their well-built, no-nonsense messenger bags. The brand came to Odopod with an interesting question: how could they grow without losing their hard-earned credibility?

We went on a strategic dive, interviewing bike messengers, fans and insiders. Armed with this knowledge, we collaborated with Chrome to develop a new positioning: Urban Survival Gear. It's true to their roots, but big enough to guide them through into the future.

This positioning served as the basis for a new brand language for Chrome. We developed everything from look and feel to copy tone to digital behaviors. We even directed authentic un-fashion photoshoots starring folks from the Chrome community.

Finally we brought it all together by designing a gritty-but-elegant website. It's a platform where Chrome can tell their stories, as well as an e-commerce showcase for the newest bags, shoes and gear.

Our approach was inspired by Chrome's design philosophy. Like the products themselves, we wanted our design to be bold, precise and solid.