Team Maxxis Shimano Cyclocross - Digital Brand Identity

Creating a new digital brand identity from the ground up.

We launched the online presence for the new Team Maxxis Shimano cyclocross program a little over a month ago. Haven’t had a chance to write about it until now.  Thought it would be fun to have a look a some of the nice assets and properties that we developed and are maintaining for the team.


We developed a very simple WordPress site for the team. Allowing the ability to list the racing schedule, a few tidbits about each of the riders on the team, as well as the ability to post new articles and photo galleries.  The team’s communication plan involves a hefty dose of social media, especially Instagram, but they are also producing blog articles after each race meaning that the site needed to be easy to update and work on.

Team Maxxis Shimano Website

Social Media

We are managing three social media properties for the team: Facebook Fan Page, Twitter account, Instagram account.

@danny_summerhill getting a bit of practice in on the @parleecycles #zzero xd #Airtime is key to our precise training regimen. Thank goodness the @kogel_bearings BB @rideshimano wheels & @maxxistires help with the landing.

A video posted by Team Maxxis-Shimano (@maxxisshimanocx) on


Both title sponsors of the team were very interested in making sure that all the properties had a similar look and feel that would work in concert with existing brand identities.  We ensured this through the sponsor related color schemes and images.  Making sure that even if we don’t have one of the formal logos on a property that we have an image where the logo is prominently placed.

Screenshot 2015-10-09 13.38.09


Media Asset Delivery

One of the major aspects that can be overlooked when it comes to a sponsorship based business model is getting quality marketing assets to the sponsors.  For Team Maxxis Shimano we are using a web based photo database service called Photoshelter to serve up images to the sponsors.  Photoshelter allows our photographer to easily upload images, manage users and download rights, and quickly organize a group of images from different events.  We have been using the Photoshelter service for a few years with other clients and have been quite happy with it.  There is a steep learning curve, but the ability to easily and quickly group images and search by meta tags makes it indispensable for us in terms of quickly delivering assets to the media or agencies.  If you’re a photographer looking for a host for your images, I would commend the free trial of Photoshelter to you.

Screenshot 2015-10-09 13.12.23

Email Campaigns

Email is still a major way for many clients to access their fans.  The cycling community is no different.  From press releases to keeping contact with team constituents, the team management uses Mailchimp email campaigns for all kinds of communication needs.  It offers open-rate tracking and embedding of all the types of media that the team could ever want!

Screenshot 2015-11-02 10.12.10



This is another of our on-going relationships.  North 141 has taken the project from initial inception to delivery of website and development of social media properties.  We will continue to work with the team through the end of their season, gathering all the digital assets in one location and then pushing them out to the various online properties.

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