In 2016 “Phat Cycles”, a beach cruiser bike brand originating in Southern California, was acquired by Advanced Sports Enterprises. The goal was to rebrand the existing product to better align with current market demands, but maintain the original SoCal identity. As the brand manager, I oversaw the rebrand project from start to finish. 

The team worked with Libre Design to set the initial Creative Direction and Logo development. From there, the project was brought in house, where I oversaw the execution of the new creative direction as the brand was built out by the internal team(s), including running the brand launch photoshoot, which would be the foundation for all brand assets.