Stereo overhauls cycle brand

London consultancy Stereo is working on a five-figure brief to overhaul the identity and branding for bicycle company Madison’s premium range Genesis.

The group won a four-way credentials pitch at the end of last year, replacing the incumbent on the account, according to Stereo creative partner Steve Bell.

The brief includes making the Genesis range distinct from Madison’s better-known but cheaper range, Ridgeback, as well as producing a series of catalogues, a website, event collateral and photography for Genesis.

The work will include creating identities for sub-ranges under the Genesis umbrella, including Altitude, Alpitude, Core, Vapour and Flyer.

The concept the group has come up with involves open spaces and dramatic scene scapes, says Bell.

Stereo expects the project to be completed in six month’s time, ahead of Madison’s release of updated versions of all the designs within the Genesis range in 2010.

Madison established itself as a UK bicycle brand in 1977.