Ciari Parts designs and manufactures components for BMX racing bicycles. The brand was weak and sales were down. I worked with my creative writing partner to revive the brand. First, we needed to make sense of the name. CIARI was an acronym for “crank it and rip it”. That was not going to work. Enter Alberto Ciari, a fictitious character that would become embedded in the minds of all BMX racers and fans…the craftsman behind Ciari’s high quality products. I created a main logo, and several supporting graphics that became key element in rebuilding the brand. We capitalized on Italian racing colors. The use of 39 was Alberto Ciari’s special race number…just so happens it’s also the Italian country calling code.