Cycling thrives on freedom and fun – too much polish, and it loses its edge. For this product launch, we ditched the stiff stuff and doubled down on the joy of the ride to unveil the Toaster – a sleek, portable multi-bike rack designed to keep the good times rolling, even when the wheels stop spinning.

As a key player in this category-defining brand debut, I collaborated with the client in dynamic discovery sessions to shape the vision. I named the brand and product – AHHA, Toaster – infusing it with a playful yet practical vibe. From there, I crafted its core – defining the values, voice, tone, and personality to resonate with cyclists who live for the thrill. I spearheaded the go-to-market campaign – Keep It Up, dreaming up concepts and writing punchy scripts, headlines, and social copy that sparked buzz and built awareness fast. Beyond that, I penned every word of the e-commerce site, plus packaging, print, and out-of-home copy – ensuring a seamless, bold brand story from first click to final unboxing.