Schwinn had fallen behind as youth ran toward hot new brands with premium price tags but not necessarily better quality. Hipsters were breathing new life into Schwinn and it was time to embrace their individualist movement.

We were asked to stay true to the high quality and craftsmanship of Schwinn, but acknowledge the new retro cool the brand had been granted.

We embraced the people who might choose a Schwinn by speaking to their self-effacing irony.