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Advertising Campaigns
Reser Bicycle Outfitters
Reser Bicycle Outfitters is a bicycle shop located across the river from Cincinnati in Newport, Kentucky. The shop opened in the spring of 2000, in order to fulfill many of the niche markets not served by other local shops. Some of the main goals were to provide high-end bicycles and accessories, excellent repair work in a short period of time, and to serve most of Northern Kentucky.
I was not involved in the creation of the initial identity for the shop. The initial identity had many good ideas behind it, but also had problems that became apparent in real-world applications. It was shortly after the initial system was created that I became involved in designing for the shop.
Bus Campaign
Spring 2001
Initial campaign, based on components of initial identity system. I was responsible for concept, photography, and production.
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Advertisements for the One of four in the series, as installed. |
Print Campaign
Spring 2002
Working with a fellow designer, Gary Pikovsky, a system was developed in which many of the shortcomings of the previous identity could be accomidated. Since the vast majority of these ads were to be placed in one-color printed publications, the design was focused toward standing out in them. The communication of the ads was geared toward showcasing the high quality of the shop and the products sold therein. The logo was simplified and refined, partly to be more legible at smaller sizes, and was made more secondary than in previous implementations. I was responsible for production, working with the client to determine concept, and photography.
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Print Campaign
Spring 2003
The previous ads were quite successful in bringing in serious cyclists. However, the client wanted to shift the focus of the advertising, as well as that of the shop, to appeal to a larger market. It was decided that the ads needed to be warmer, more approachable, and communicate more information (thus appealing to both novice and serious cyclists). Additionally, the budget for advertising had increased, allowing the more frequent use of full and spot color. The ads became much richer and appealing through the use of color, witty headlines, and the use of people in the photographs. These ads have been extremely successful in reaching many new markets for the shop. I was responsible for the concept, photography, and production for this series. Additonally, I created a simplified evolution of the previous logo, a step froward in clarity and flexibility.
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| Series of advertisements appearing on the back cover of CityBeat. Top: 10 by 1 inches, bottom three: 2.4 by 2.9 inches. |
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Copyright 1998-2009 Charles W Hartman