everve is a German manufacturer of cycling apparel which has its premium textiles manufactured in southern Germany. Its new corporate design, where a rotating letter “e” in the word mark serves as a central design element, was translated into a poster campaign. The three motifs have one thing in common: the rotating letter “e” is used as a concise brand signal in an individualised headline font. Combined with photographs of beautiful routes and motivating messages, the poster campaign is inviting and very attractive to cyclists. In order to enhance recognition, the photos are kept to a brand-specific colour palette.