Odd has created the branding and campaign for new Power Plate product Power Bike. Appointed directly on the strength of redesigning the main brand last year, Odd has created an identity and a suite of communications which will launch ahead of the new product next month.
Power Bike’s makers claim a patent-pending pedal-and-crank system drives 21 per cent more ’pedal distance’ than a conventional bicycle. Each revolution creates a mechanical vibration which generates greater muscle activity per stroke.
The new bike is a ’deviation’ from the company’s core exercise product, according to Odd creative director Nick Stickland, who has looked to communicate ’the fitness levels of professional cyclists’ through the new brand.
Power Plate has worked with professional cyclists including the Rabobank Cycling Team to develop the product and Stickland looked to communicate this across creative materials.
The brand is very ’design-led’, Stickland adds, so an ’aspirational premium aesthetic’ needs to be expressed. Art direction by Odd and photography commissioned to Reis Thorpe will lead the campaign, which is inspired by the values of ’elegance, premium and tech’, says Stickland.
Helvetica Neue type and red-on-black colourways have been used to emphasise precision. The technical values have been expressed by using ’science and diagrams to show the quality of the machine’, says Stickland. Long exposure shots demonstrate the three cycling positions and ’vibration technology’, he adds.