Yeti Cycles

The ask

Develop new tactics to deepen relationships with Yeti riders.

Boosted customer lifetime value with unexpected brand behavior.


Letting your brand roll in and out of fashion rarely makes solid business sense. To maintain relevance through the decades, you have to operate as though the health of your brand is symbiotic with the health of the scene. Because it is. There are people who have centered their entire lives around mountain biking. In helping Yeti celebrate these people, we helped contribute to the health of the scene. Win win win.

  • Strategy
  • Brand Campaign


We crafted 240 visually arresting pages with a singular goal – inspire people to fall madly in love with mountain biking. That said, The Handbook is less a manual for riding than a manual for living. Timeless. Classic. Relevant across brands. We also strategized with Yeti to ensure that new Yeti riders would receive it as an unannounced surprise in the ol’ snailmail box, about a week after buying a bike from the Yeti website.

  • Brand IP
  • Experiential
  • Print
  • Packaging


Well into its second edition and fourth print run, The Handbook has established itself as a staple brand experience. So coveted, it’s even become a makeshift mechanism to reduce Yeti purchase price, with a few riders even selling theirs on eBay as collector’s item. Talk about gaining value.


Published Editions


Print Runs


All projects