Final Student Team Presentation to CEO & Design Director of 3T in Italy using tools & methods from Experience Design class at RMCAD.

1. 3T CYCLING COMPONENTS
Strategic Rebranding
Fall 2008

2. HOw dO YOu dEfINE PaSSION?

3. IS IT VICTOrY?

4. INSPIraTION?

5. rHYTHM?

6. EXHILaraTION?

7. COMMuNITY?

8. ITaLIa?

9. HOw abOuT aLL Of THE abOVE?
RemembeR youR fiRst Ride?
the fiRst time you went fast,
weaving thRough the stReet cones,
Rushing down a hill,
the sound of the wheels kissing the pavement?
RemembeR the moment you felt alive?
the moment you became a cyclist?
that’s passion.
that’s 3t.

10. passion means neveR losing More than a name or symbol, the 3T brand will
grow out of the experiences that we have with
sight of youR dReams. them but it’s only as strong as those individuals
living it every day. It’s not about what 3T sells to
we know it’s impoRtant to a customer; it’s about what they do for them.
We need to hear what individuals are saying
think about what 3t is, but about 3T. What is there story and tell it
we believe it’s even moRe to the world with their point of view.
We want to look at the big picture
impoRtant to think about and engage in a meaningful dialogue
with 3T and their customers.
what it wants to be.
Only then can we begin to be designers
we took that thought that can solve 3T’s problem.
and Ran with it.

11. HOw dO YOu dEfINE a COMPaNY LIkE 3T?
3T Is a passIOnaTe grOup
Of InnOvaTOrs redefInIng
ITalIan desIgn & engIneerIng
fOr The InTernaTIOnal
cyclIng cOMMunITy.
passion individual geometry nostalgia truth aggression power
performance component dynamic intrigue aspire unique triumph

12. aNaLYSIS

13. GOaLS
Study and define 3T’s brand identity,
strategy and experience based on
its approach to product design and its
current products
Briefly analyze 3T’s direct competitors’
visual design systems
Create a design system that provides the
basis/guidelines for implementing current
and future visual communications

14. SuMMarY
Originally called Tecnologia del Tubo Torinese (Turin Tube Technology) 3T was founded
in 1961 by Mario dedioniggi. 3T is a company that designs and manufactures
handlebars, stems, forks and seat posts for high-end racing bikes. dedioniggi
discovered that critical components such as bars, stems and seat pillars could be
made much lighter out of aluminum alloy, with no loss of strength. But it was the
handlebars that made 3TTT famous. dedioniggi’s ideas were simple and brilliant.
at the height of his fame, dedioniggi quit and sold his company. Over a year
ago, rene Wiertz, a former phillips executive, acquired the brand. 3T then
recruited ferrari f1 engineer richard Mcainsh to head their design team.
3T understands that the way forward is to start each product design with a clean sheet.
Their base is a Zen clarity; a laser-like focus on best engineering practise; and lateral
thinking that tests every possibility. 3T has deployed a new design platform utilizing
the same design and development packages used by airframe and race-car designers.
a casual investigation of their web site, banner ads and print ads leads one to
the conclusion that they have been designed unsystematically, inconsistently,
ect. While the company’s brand has been well translated into and formed the
SIMPLICITY
basis for their products, it is clearly lacking from their visual identity.
3T’S dNa ELEGANCE
INNOVATION

15. rECENT SuCCESS
In recent days, the colors of 3T have been modified to include yellow, gold, and
silver. With a new breed of riders, such as Tour de france winner carlos sastre,
Olympic gold-medalist fabian cancellara and Olympic silver-medalist gustav larson,
taking 3T components to the highest level of competition and proving victorious, 3T
will now be in high demand. using the innovative design and performance based
components, 3T has now entered a new chapter in the prestigious history of cycling.
By anticipating trends/technology 3T wants to provide customers with a clear advantage
and value by being recognized as the best designed and manufactured bicycle products-
this is an understandable prospective goal. however, creating a brand, which only the
elite can identify with, leaves a large amount of people outside of the circle. ultimately
it’s comes down to not how good 3T is, but how good it’s really wants to be.

16. rESEarCH

17. TarGET audIENCE good
This category represents the enthusiastic amateur
When the time came to define our audience, we considered
who is beginning to cycle seriously and is looking
3T’s history and product range. ultimately, we decided 3T’s
to improve their cycling experience. This category is
audience could be divided into three primary categories:
most likely to derive benefit from community-oriented
features, particularly purchase recommendations
and encouraging social interactions.
betteR
These users are competitive cyclists who take their
bicycles and training seriously. They participate
actively in the cycling community, both locally and
online. people in this category are willing to spend
more money for components and features that will
help them track and enhance their performance.
best
users in the ‘best’ category are hardcore amateurs or
cycling professionals. Their needs are similar to users in
the ‘better’ category, but they are different in that they
form the core elements of their cycling community.

18. dESIGN PErSONaS
Our personas are a set of friends living in a city
obsessed with cycling. They and their friends are
extremely competitive, willing to go great lengths to
better their ride and have a good time. They represent
potential and current members of the 3T community.
holly buRns, 23 stephen muRkowski, 27 Jack miRo, 22
holly is currently attending university, studying stephen is from alaska where it is pretty typical to Jack has recently raced a couple local events in
economics. living with a couple of her friends from find people trying to be one with nature and the his hometown. he’s one his share of competitive
school, holly naturally has to work to help ends meet and elements, but he’s recently moved to the big city. events and raised a bit of money for charities and
have a little left over for some fun. so, in order to save Working in an office all week long, stephen likes to other causes and it seems clear to him that he could
money and keep in shape, she rides her bike to the flower take the weekends just for that communal therapy actually be pretty good at this cycling thing.
shop she works at a bit of a ways across town. with rock and leaf, creek and sky. It helps him to keep
in shape obviously, but the exercise is something of a
holly will be the first to admit that her bike is her baby.
tool to help him meditate amidst nature’s grandeur.
holly doesn’t to play any sports, she doesn’t do video
games and she doesn’t have any time for a boyfriend. since biking is so important to stephen’s
she does however love her bike, and she loves riding it. mental, emotional and spiritual well-being, he
wants to make sure he has a good bike.

19. LOGO COMParISON

20. IdENTITY SYSTEMS

21. SYSTEM ONE
3T focuses on engineering perfect products, but is
there a better way for the identity to say this?
This new strategy represents an evolution of your
brand from a company focused on a product to a
company that is also aware of the human and their
experience beyond what the product provides.
In wind tunnel tests, this identity was 33.6% more
aerodynamic while dropping 47.3 grams. stress
tests show it also to be 23.8% stronger.
It achieves these results by losing the jaggedness in favor
of more streamlined curves and refined contours. The
oblique motion harkens back to the rider, leaning forward
to squeeze out that bit of aerodynamic efficiency.
It’s taking 3T’s high performance and passionate ideology
and pulling those values into every facet of the brand.

22. Spett. Società Marelli
Via Carso, 141
20100 Milano
15.10.2008
Egregio Signor Bertolli,
Lorem ipsum dolor sit amet, consectetuer adipiscing elit. In iaculis enim.
In pretium. Pellentesque diam risus, gravida nec, tincidunt in, mollis in,
dui. Pellentesque gravida ultricies elit. Phasellus pede. Nunc aliquet luctus
risus. Aenean vel nisl. Phasellus suscipit aliquet sem. Nulla facilisi. Praesent
Allessio Fragile
arcu odio, malesuada non, lobortis sed, dictum at, erat. 3T Cycling Components
Via Papa Giovanni XXIII
Fusce eu arcu. Sed posuere ullamcorper mi. Fusce fermentum nunc ac eros.
Allessio Fragile
24040 Madone (BG)
Sed lorem libero, condimentum tincidunt, mattis at, ornare nec, tellus. ItalyCycling Components
3T
+39.035.4993911XXIII
Quisque facilisis, enim sit amet commodo placerat, diam lorem luctus Via Papa Giovanni
24040 Madone (BG)
afragile@thenew3t.com
neque, a luctus sem ipsum sed nunc. Praesent nec magna nec sem con- Italy
sectetuer molestie. +39.035.4993911
afragile@thenew3t.com
Morbi nulla. Proin elit lectus, vehicula ultricies, ullamcorper vitae, semper
in, tortor. Phasellus dui magna, pellentesque sed, ultrices et, tristique non,
risus. Nulla ac sapien. Nulla gravida ante consectetuer mauris.
Sinceramente,
Allessio Fragile
Via Papa Giovanni XXIII
24040 Madone (BG)
Italy
+39.035.4993911
www.thenew3t.com

25. SYSTEM TwO
Based on the research we did earlier, this mark is
focused on the concepts of speed, dynamics, and
performance. Thus, this mark would reflect the
involvement of 3T in competition and performance.
The mark’s visual form emphasizes 3T’s history of
precision engineering and state-of-the-art design.
It is simultaneously aggressive and fluid.
The system which took shape from this mark’s design
has connotations of motion and athleticism, but retains
its usability and clarity, regardless of application.

31. SYSTEM THrEE
stemming from the formation of the peloton, this identity
system focuses on the humanistic and individual element
of 3T. as the future continues, 3T is always leading the
pack, through innovative and high quality products.
Though the product is finely tuned and precisely
engineered, this identity’s shape is very organic and helps
to solidify the relationship with the cyclist to the cycle.

35. Still leading the pack.

37. SYSTEM fOur
The dragonfly is the an ideal representation for the new
3T – lightweight, high-speed, nimble and dynamic. One of
3T’s goals is to become the lightest and most efficient brand
on the market. The dragonfly is not only lightweight but its
design is reminiscent of structural superiority – it’s the idea
that even with the lightest components the design can still be
stable and sound. The dragonfly is renowned for it’s ability to
zip and zoom at an incredible speed especially for it’s size.
The dragonfly is dynamic in its shape, and its
structural components and colors ask the viewer
to contemplate the beauty in its design.

38. 3T Design Limited
Via Papa Giovanni XXIII
24040 Madone (BG)
Italy
15 October 2008 Tel: +39.035.4993911
To the Honorable
Sen. James T Burchfield:
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augue eum in ea feu faccumm odiat.
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am dipisit alismod ionsequis am, commy niamcoreet alit alissit, sustism
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aute dolenit iustrud dui blaore tat.
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quat lorercinim do do ero commy num zzrillu mmodiat iliquat, commodo con
hendiat. Im dit in velit nit lutpat.
With Sincerest Regards,
Brian Twigg
3T Design Limited
thenew3t.com

41. IdENTITY
OVErVIEw
We feel that our team has succeeded in creating an array
of viable options for the future visual identity of the 3T
brand. however, it is important to stress that these identities
do not make the brand, but only provide its skin.
What follows is an overview of what we feel makes
up the most critical part of 3T’s brand strategy: the
experiences that 3T provides. We have selected
identity system #1 to illustrates these experiences,
but they are equally applicable to all four systems.

42. EXPErIENCES

43. INTEraCTION
Interactions are touchpoints created to connect
the 3T community to partnerships, while
incorporating the casual rider. To make these
connections strong we have developed a 3T
store and kiosk that allow every skill level to
interact with the product and community...

44. kIOSk
This interactive tool will help the 3T community
and people interested in the cycling world learn
more about their ride. When in our 3T store you will
be able to log in and customize your bicycle. The
kiosk will help the user find and recommend what
components they need to improve their ride from
the information provided in your 3Tride account.

45. 3T STOrE
This is not just a store, this is an experience. The 3T
store will be located in prime cycling communities
across the world. Maxing out at 6 stores worldwide,
three in north america and three in europe.
arriving at the 3T store, a prism of glass, there are
individuals riding on landscaped trails surrounding the
building. getting closer to the store front, you see the
glass is interactive, allowing with the touch of a finger,
cyclists to interact with 3T’s online community. Inside the
customer service center is the focal point, surrounded by
video walls broadcasting the most current cycling races.
components are on display pedestals throughout the
room and, exploring further, there are sporting goods,
apparel and other services for both men and women.
coming to the 3T store is an attraction for any avid
cyclist that might be passing through the 3T cities, and
it is a convenient shop for a reliable service station and
a home for the local cycling community. When leaving
the store, cyclists are better equipped for victory than
when they entered and they have been energized
by the passionate cycling community found in 3T’s
employees and their peers within the 3T store.

47. ParTNErSHIPS
partnerships are an idea that many businesses
decide to touch on to reinforce their values and
support another companies at the same time. We
feel that if 3T decided to make partnerships, good
ideas would include partnerships with television
networks, fitness clubs, and private university
cycling clubs. Together with these partnerships, 3T
would expand it’s exposure and recognition.

48. Behind the race interviews with riders of Team CSC Tips when riding (How to change tire on the road)
TELEVISION
With millions of people tuning in daily throughout
the world, television is a great medium for marketing
and making 3T a household name. 3T Tv is a thirty
minute television spot airing on sports networks, such
as eurosport, sky network, espn, and fuel Tv.
The television show will be hosted by a 3T athlete and will
narrate us through a field of tips and events. during the
thirty minutes there will be behind the scene interviews
with cyclists pre-race and post race, live race coverage,
daily tips for training, travel, and customizing your
bicycle. 3T Tv is an excellent source for information and
excitement for both the novice and professional cyclist.
Learn the best places to cycle around the world Be a part of the race.
Be at the finish line with the winners Get professional advice for the best products for you.

49. uNIVErSITY TEaMS
a partnership could be established between 3T and a
private school (university) cycling team. The universities
with cycling teams, many of them ivy league schools, do
indeed have money, but it is not given to the sports teams
and is given to the academia side of the school. Take yale,
for example, many of their partnerships and sponsors to
their cycling team/club are not major names in the cycling
industry. In fact, many of them seem to be local connecticut
stores and restaurants, and not companies like 3T. This then,
gives 3T the opportunity to step in and become that major
sponsor name that the team should have. 3T will support
young athletes interested in the world of cycling and help
them to achieve their dreams of becoming pro cyclists.

50. fITNESS CLubS
a partnership could be established between 3T and
various fitness clubs, such as 24 hour fitness. By having
interactive 3T cycling machines and possible spin
classes, it would allow enthusiasts and fitness lovers
alike to continue their training in inclement weather.
This interactive experience allows user to connect
with friends on the 3T ride network and share
their performance statistics and best times.

51. COMMuNITY
In an effort to strengthen the 3T brand experience, we
have created an online community called 3Tride. 3Tride
enables users to share performance statistics and bike
tips, recommend parts, compete in time trials, and more.
3Tride is integrated trough a variety of platforms, including
its own web site, mobile devices such as phones and gps
units, and social networking sites. By creating an experience
accessible to all cycling enthusiasts, 3Tride extends the
3T brand far beyond physical components. as an open
platform, it displays advantages not represented by other
offerings such as garmin’s gps tracking software.

52. 3TrIdE SITE
The 3Tride website represents the user’s main point of
interaction with the 3T community. In addition to the
performance tracking and competitive features, 3Tride
enables chat, message forums, and customized component
shopping based on a user’s performance profile and bicycle.

53. MObILE
aPPLICaTION
The 3Tride Mobile application is available on a
variety of devices, including the iphone and android
(googlephone). It enables users to track their progress
using the device’s built-in gps unit and integrates with
popular social networking sites such as facebook.

54. MObILE aPP Signs-up
<<includes>>
SCHEMaTIC Logs in
What can the user do with the 3T iphone application? <<includes>>
<<includes>>
Updates
This schematic shows all actions he can perform <<includes>>
his status
<<includes>>
and highlights the tool’s community aspect. Creates a
Chooses a
route
route
Links a
photo
<<extends>>
Tags a
<<extends>>
place Links a
Video
<<extends>>
Links a
comment
Catches
Sends an
sight of <<extends>> instant
people on
message
the same
<<extends>>
route
Sees
people in
the same
area <<extends>> Catches sight
of people on Posts a
<<extends>>
routes which comment on
are supposed a media
to cross
<<extends>> <<extends>>
<<extends>>
Looks at a
<<extends>> Adds a
profile
contact
Suggests a
challenge
Suggests a
meeting
Looks for
somebody

55. faCEbOOk aPP
3Tride’s facebook component demonstrates how social
networking can enable users to conveniently interact. This
part of the 3Tride experience demonstrates the value of
having a shared data set that can be utilized by multiple
platforms as opposed to a proprietary online system.

56. braNd rELaTIONSHIPS

57. a LIfECYCLE
ultimately it comes down to not how good 3T is, but
how good it really wants to be. how can 3T leverage
recent success without becoming overly dependent
upon it? What needs to happen now: More than a name
or symbol, It’s not about what 3T sells to a customer;
it’s about what they do for them. 3T cannot create
a brand which only the elite can identify with.
let’s redefine 3T by focusing on the experience first. 3T was
More than a name or symbol, its not about
founded on creating parts that really delivered the thrill of
what 3T sells to a customer; it’s about what
the ride. years later the company has shifted its focus on
they do for them. 3T cannot create a brand
competition and supreme performance. But even after the
which only the elite can identify with.
Tour de france, 3T is so much more than this. We believe
that 3T is a passionate group of innovators redefining Italian
design + engineering for the international cycling community.
3T needs to share the stories that are being told
by cyclists. What is their story and how can a
passionate group of innovators retell this story?
We want to look at the big picture and engage in a
meaningful dialogue with 3T and their customers. 3T
needs to become more than just a typeface or a logo. It
wants to be a brand but needs an icon that embodies the
passion and performance in each and every cyclist.

58. THaNk YOu
Finally, we would like to thank you for
this opportunity. It was an exciting design
challenge which allowed us to work with
such a prestigious brand. It has been a
learning experience and an amazing journey.
Each of us has grown in countless ways
and this project will never be forgotten.
We’re your 3T team. Ride with us!