Bell has an amazing heritage that dates back to the early 50’s. They created the first auto racing helmet, the first motorcycle helmet, the first dirt bike helmet, the first bicycle helmet, and the list goes on. In 2010 they decided it was time to unearth and reclaim that heritage. We spent months interviewing, researching, debating, and learning their story. We found that Bell’s story is deeply intertwined with America’s. The culmination of this study was the Bell Shop Manual. In it, we recounted the organization’s heritage and defined its DNA. Next we outlined Bell’s Brand Foundation and a path forward that addressed all forms of communication and product line architecture. As a result, Bell has rethought its product offering and galvanized its internal culture. As with any Brand Foundation project, this is only the beginning. I look forward to great things from this group.

Contribution: Project Definition, Research, Concept Development, Art Direction, Design, Presentation. This project was done in collaboration with the NEMO team.

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