In 2014 Foundry Cycles was in need of a change. The blue collar aesthetic wasn’t connecting with our customers. As a member of the in-house marketing team I helped to successfully changed the image and feel of the brand without going through a full rebranding. We focused our products and marketing towards race inspired cyclocross bikes. Since the pivot sales have increased substantially and social media followers have more than tripled. We went from a brand that no one ever heard of to a brand that racers could identify with.