One of the main objectives of the product catalogue was to evoke an impression of high quality and technological advancement. The reason behind it was simple. CTM wanted to beat other established brands, such as Specialized, Felt or Canyon, at their own game and surpass them in the visual department.
Modern, aggressive and dynamic design of CTM bicycles is presented in a simple way. The layout puts spotlight on bicycles and everything else seamlessly blends into the background. Since the catalogue was going to be published in multiple languages, text was kept to a minimum and the design instead made use of universal symbols and pictograms.
CTM’s investment in marketing and advertising borne its fruit. The exponential growth proved that our strategy worked. One of the key determinants of this strategy's success was a consistent approach to marketing. Repositioning of a brand is, however, not a matter of months but rather years.
