Bell Helmets 60th Anniversary Brand Update

The Bell brand was suffering a bit of an identity crisis, due to the brand’s entrance into the mass consumer market of Walmart and Target. Because of this, the brand was losing its core consumers in the bike and skate cultures. There were new brands competing for their market share, and they knew an overhaul of the brand was necessary. I was brought in to launch a new visual identity and create the messaging around 60 year milestone. Along with the launch of several new products, the rebranding effort saw a massive revival for the brand. Their Super helmet would go on to be the #1 choice of mountain bikers, and left the competition in the dust, inspiring more copycats than any other helmet on the market.