The Draft/Roadie
A unique catalog disguised as a cycling magazine, blending high-quality editorial content with product presentation. Featuring insights from coaches, nutritionists, biomechanical experts, builders, and designers, Roadie redefined how cycling products are showcased.
Problem
Traditional bike catalogs often fail to engage customers, feeling more like sales brochures than valuable content. The challenge was to present our three bike models in a way that resonated with cycling enthusiasts, offering more than just product specifications. We needed a format that provided real value—one that educated, inspired, and entertained while subtly integrating our brand.
Solution
Instead of a conventional catalog, we created Roadie—a cycling magazine with an editorial approach, seamlessly integrating our products within high-quality content. We collaborated with coaches, nutritionists, biomechanical experts, builders, and designers to craft articles that appealed to cycling enthusiasts while naturally showcasing our bikes. This unique blend of storytelling and product placement positioned our brand as an authority in the industry while fostering deeper customer engagement. After all, the only thing our brand has in common with a generic brand is the bike wheels. We have always aimed to provide a special experience for our customers and followers. With the help of friends and talents such as Iván Caiña, who designed the logo and lettering, the design studio Vengavale, who handled layout and communication, and NVCR, who took charge of the photography, we were able to create a product that not only met a need but also set us apart from the rest. Roadie was not just a catalog—it was a statement of our brand’s identity, innovation, and commitment to cycling culture.
