fi’zi:k 
Performance meets lifestyle


Brand Challenge

As a leading Italian performance cycling brand, fi’zi:k sought to expand beyond its core saddle business and establish itself as a lifestyle-driven performance brand. The challenge was to elevate the brand’s creative direction, build a unified global identity, and successfully launch new product categories — including footwear and apparel — into a highly competitive market.
Creative Strategy

During a ten-year tenure as Creative Director, I led the brand’s global creative strategy, overseeing all aspects of design, branding, packaging, digital, advertising, and film. I developed comprehensive brand systems and governance frameworks to ensure consistency across 40+ markets. I directed the launch campaigns for fi’zi:k’s first cycling shoe line and apparel collection, blending high-performance storytelling with premium lifestyle cues. Retail environments, event activations, and trade show experiences were reimagined to reflect the elevated brand vision.
Results

During my tenure, fi’zi:k became a major growth engine for the Selle Royal Group. The consolidated turnover exceeded €130 million in 2019, demonstrating the powerful impact of our creative leadership. Our award-winning campaigns, unified brand systems, and category expansion—including the launch of shoes and apparel—were key drivers in expanding fi’zi:k’s global market share in performance design.





Deliverables and achievements

•  Directed global art direction and multi-market campaign leadership.
•  Defined brand positioning and narrative, elevating fi’zi:k into a performance-lifestyle leader.
•  Built and implemented global brand identity systems and governance frameworks.
•  Designed premium print, packaging, and trims systems to reinforce brand equity.
•  Led digital experience design (UI/UX) for global e-commerce.
•  Directed award-winning film, motion, and integrated advertising campaigns. (ADCE* awarded)




The transformation elevated fi’zi:k from a specialist cycling brand to a global performance-lifestyle leader, strengthening its position in a highly competitive market. A unified brand identity and governance system ensured consistent execution across 40+ international markets, building recognition and trust among both professional athletes and style-conscious consumers. Category expansion — including the launch of fi’zi:k’s first cycling shoe line and apparel collection — diversified the brand’s offering and unlocked new revenue streams. Signature products became benchmarks for technical innovation and design excellence, contributing to the most commercially successful decade in the brand’s history.