Selle Italia is one of the world’s larger bike saddles manufacturer and one of the most iconic bike brands. Selle Italia litteraly makes the history of cycling, working with iconic champions such as Marco Pantani and Fausto Coppi. For Selle Italia we created a new brand communication strategy, focusing on the fundamental aspects that make the brand unique: science, history, comfort and performance. Starting from the values of the brand we created a complete new visual identity, pushing the use of black and white and using minimal graphics. The new brand identity is less focused on the product if compared with the previous one and more centered on the corporate brand identity. The new communication strategy is introduced using the new payoff “Enjoy Your Ride” and then declined on many advertising and marketing tools: advertising pages, catalogue, fair booths and many others.