Sarah Ulmer Brands 

The brief was clear'"Sarah Ulmer wanted to help women be healthy and active through cycling.

We created a brand to resonate with women in a male-dominated market. The brand had to be multi-dimensional, to connect with women, and work when applied to cycles, clothing and cycling accessories, and to the events Sarah promotes to inspire women to take up the sport.

From the brand name '~SUB' (Sarah Ulmer Brands), we developed brand architecture to accommodate all applications of the brand, from cycles ('~sublime' for the recreational user and '~subzero' for competitive cyclists), to competition and leisure clothing ('~subwear'), and accessories like helmets, pumps and bottles.

The result is a brand that is brave, modern and very attractive, yet also understated. It has flexibility and impact, and is proving to have a very strong appeal to women.

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