Specialized 50th Anniversary Retail Campaign

To celebrate Specialized's 50th anniversary, I collaborated with the global brand team to translate the brand's history and legacy into a consumer-facing retail experience.

Using the existing 50th anniversary brand video as a foundation, I developed the concept for a physical walk-through installation that brought the story into the retail environment. I concepted the structure and flow of the experience and directed the visual design, creating an immersive way for riders to explore the brand's history, evolution, and impact.

I extended the campaign across multiple retail touchpoints, including the threshold experience, window displays, and a fold-out poster designed as a takeaway. I also encouraged retailers to activate the campaign through local rides, celebrations, and community events, creating additional opportunities for riders to experience the display and engage with the brand's history.

Together, these elements created a connected campaign that brought the anniversary story from outside the store into the retail environment and out into the local riding community.

My Role: Retail Marketing Strategy · Display Concept · Art Direction