https://onrecordbrandhistory.com/new-index daily 0.75 2016-08-08 https://onrecordbrandhistory.com/new-index-1 daily 0.75 2016-08-08 https://onrecordbrandhistory.com/new-index-2 daily 0.75 2016-08-08 https://onrecordbrandhistory.com/new-index-3 daily 0.75 2016-08-08 https://onrecordbrandhistory.com/new-index-4 daily 0.75 2016-08-08 https://onrecordbrandhistory.com/services daily 0.75 2016-08-08 https://onrecordbrandhistory.com/portfolio daily 0.75 2017-09-19 https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1505839595794-OQIL4I3Q2Z534MXF5OCR/WALL+TO+WALL6.jpg PORTFOLIO https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1505839595794-OQIL4I3Q2Z534MXF5OCR/WALL+TO+WALL6.jpg PORTFOLIO https://static1.squarespace.com/static/565da7d1e4b04267d1de13f1/59c14998cd39c386a54cca31/59c14bd764b05f0a606228b6/1505840095006/ PORTFOLIO https://onrecordbrandhistory.com/projects-1 daily 0.75 2018-05-02 https://onrecordbrandhistory.com/home-page daily 0.75 2018-05-02 https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1525298737055-05EPIFBH6OZY3US1WHMQ/4M3A9709.jpg HOME https://onrecordbrandhistory.com/masi-legacy-1 daily 0.75 2019-08-26 https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1471547754441-V1YN22MGP1M2432Q1YZ0/Screen+Shot+2016-08-08+at+12.11.48+PM.png MASI LEGACY - Story Telling We took every opportunity through the project life-cycle to create unique assets to tell the product story. We left our insecurities aside and published many of the design principles and motivations of the project, creating positive online chatter within the industry and from target consumers. https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1566000063450-9ZZB1DUO1J1HP6I4NYGS/IMG_8719.jpg MASI LEGACY https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1566000070882-NYCORKOK6JKL2CPZ4X4H/IMG_8633.jpg MASI LEGACY https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1470710656093-ZB9PYO8RDQWNH19I7H4N/5_up_front.jpg MASI LEGACY - #Steelisreal. Masi's long and celebrated history in steel bicycle manufacture was a key reference point on the project. In this case, the frame was produced from a custom drawn, Columbus, steel, tube set and featured advanced geometry and modern interfaces. https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1525395302989-LU6KK3F0E7WS00KIR9Z2/HT.jpg MASI LEGACY https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1472568166565-7CNH5QH7JBTBC0P8TYM0/4M3A1311.JPG MASI LEGACY - Options The frames were available in three classic colors and six individual sizes. In addition to a strong demand in north and south America, we also sold and dispatched frames to Europe, Australia, China, Taiwan, Malaysia and New Zealand. https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1472053353868-CEMK83QMIMKHMNVDWNRT/RT.jpg MASI LEGACY - 1 of 100. The US Made Masi Gran Criterium. One the of the key components of the Legacy Project was the USA Made Masi Gran Criterium frame package. RISE Creative conceptualized and designed this frame from the ground up, and we identified and managed a suitable frame builder in Southern California. https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1471380475640-GPA6Z5UVU7J53PMNGVAJ/US-Crit-Complete-White.jpg MASI LEGACY - Like a virgin All of the color options blended a clean and classic aesthetic. We positioned the color collection to appeal to a broad demographic. Here's the white frame looking stealthy, with a build kit from Ritchey Logic and a custom made F;IZIK Saddle featuring real Cobra Skin panels. https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1470711081475-2U4QXMBEZ9RHGBNRMRIU/CDM.jpg MASI LEGACY - Legacy Package We bundled a custom designed kit from industry leaders; Castelli with the frame and fork, and provided an option to add a color matched SILCA Frame pump. https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1565999760586-QI3B11MTFAFDYHX61BM2/4M3A9716.jpg MASI LEGACY https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1470711103979-PDANVHG9A692QBN2EL3K/4M3A1273.JPG MASI LEGACY - #1OF100 The 100 hundred frames were available to order direct from the dedicated Masi Legacy website. Each frame was uniquely numbered on its seat mast decal and painted by Jim Allen, who was selected for his added value to the story. Jim Masi's USA Based staff painter in the 1970's and 80's. https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1525394386790-CNYI3QJ854CWFE748H7H/495A6211_lores.jpg MASI LEGACY https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1471392923006-71SBJ0L0F91KK7IE3YI3/ready67.jpg MASI LEGACY - Print Media There really is nothing like a good old fashioned print advert to drive credibility in a vintage inspired product. https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1471547436301-WRF3Y38UZTERJ376ORRS/Screen+Shot+2016-08-18+at+12.09.41+PM.png MASI LEGACY - Collaboration I described the challenges of broadening Masi's consumer reach as like "Fighting out of a basement", such was the lack of awareness in the modern brand at the start of the project. We collaborated with several leading industry players to "Halo" Masi through Social Media. The uplift in Masi's following has continued to grow.. https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1471541866282-FTFWBYBJM11IUFLNL2ZR/4M3A9902.JPG MASI LEGACY - Classic Styling Beneath the dust jacket, the book featured a UV Coated hardcover with Spot UV Logo detail. https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1525394164833-3OL40AITEG6OJGZYX0C2/eroica_low_res_sample14.jpg MASI LEGACY https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1525394938976-PTQTK7MAED9AGFMQR9N4/eroica_low_res_sample_masi.jpg MASI LEGACY https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1565999536448-49NOBNTRGFRHT26RX4XO/4M3A9876.jpg MASI LEGACY https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1525394168948-BEP70OB481U5KCMFZMQT/Masi_Eroica16_Breakingaway_7low.jpg MASI LEGACY https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1565999714341-RBFVEHQA969VJY8SLCAB/4M3A9698.jpg MASI LEGACY https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1525394170422-XFJBI9HO2LE0HRWKPXSU/Masi_Eroica16_Breakingaway_party_26.jpg MASI LEGACY https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1525395362457-55NI4O38H4H9KF2YSKQ3/CUTTERS+CROPPED.jpg MASI LEGACY https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1525395446988-SM7JB6RI723KSSRWIQLX/Screen+Shot+2018-05-03+at+5.44.46+PM.png MASI LEGACY https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1565999914981-EBG0YC9LK5Z5HHGSMXUS/eroica_low_res_sample15.jpg MASI LEGACY https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1543174055576-7GAO2JK2CSH1VGTI5V7C/4M3A1273.JPG MASI LEGACY https://onrecordbrandhistory.com/30-years-of-freestyle daily 0.75 2025-04-22 https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1471649973972-Y6WCT0QIB5I61DN21CRS/181704_194456023915968_185305611497676_672763_4933852_n.jpg HARO BIKES - 30 YEARS OF FREESTYLE - A New Concept Bob Haro presents the Haro Freestyler to an audience of fans at a freestyle demo in 1982. Bob blazed a trail for the sport and legitimized it with innovative products and a how-to book - Bob Haro's Freestyle Moves. https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1525378855429-L58WX27W2P8SLN46F13D/FREESTYLE+LAID.jpg HARO BIKES - 30 YEARS OF FREESTYLE https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1471896784314-ESD4T5ZVWJ1FP73PFDSC/Screen+Shot+2016-08-22+at+1.11.39+PM.png HARO BIKES - 30 YEARS OF FREESTYLE - Legitimate Bob with the Freestyler in a publicity shot in early 1983. https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1525379302397-QNKMJ50216V90H9SQE75/Screen+Shot+2018-05-03+at+1.25.24+PM.png HARO BIKES - 30 YEARS OF FREESTYLE https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1525379299379-EHJOKTX7FJ9BLSCR2HWK/Screen+Shot+2018-05-03+at+1.26.53+PM.png HARO BIKES - 30 YEARS OF FREESTYLE https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1525378910221-CT0UNJQGJ5RJTE3FZB13/Bobmirrorwithfade.jpg HARO BIKES - 30 YEARS OF FREESTYLE https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1471650048751-2W5BEOYRS2RAO5H0C69V/Screen+Shot+2016-08-19+at+4.39.53+PM.png HARO BIKES - 30 YEARS OF FREESTYLE - Archives We located the original technical drawing of the Freestyler frame in the dusty archives at Haro Bikes. The first frames were made by Bob's first sponsor; Torker in Fullerton, Orange County. https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1471650100536-HWDEMEB2NHCTW41HNG24/Screen+Shot+2015-01-02+at+7.28.01+AM.png HARO BIKES - 30 YEARS OF FREESTYLE - Packaging Concepts This is what we planned from the beginning... https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1566256013694-7HD2K1885QUAFZ9E11BF/openbox600.jpg HARO BIKES - 30 YEARS OF FREESTYLE - The Package And this is what we delivered.... One of the first things we realized about this frame was the level of respect and acclaim it enjoyed in the vintage community. This was an item that may never be built and ridden. So we presented it like atrophy and drove value into our selling price. https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1471968017411-JUYPB7NU735GDGCA5V0S/HTC+7+Mozart_001380.jpg HARO BIKES - 30 YEARS OF FREESTYLE - The Devil is in the Detail These rear frame dropouts were made from an original set that we found. These were some of the prototype versions. https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1470712091212-IDFWQQLKYKPCIPVB0JZ4/Johnny-TT_01.jpg HARO BIKES - 30 YEARS OF FREESTYLE - Making Freestyle History 2012 - True Torch Engineering manufactures the Anniversary Replica edition of the Haro Freestyler in Santa Ana, CA. https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1470712118560-1AJF9ZVRHF16VQS9APJ3/Johnny-TT_02.jpg HARO BIKES - 30 YEARS OF FREESTYLE - Hand Built in Southern California The story telling angle of this project drove huge value and desire among the audience of vintage and retro Bike collectors. https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1470712154122-K7LK82EH8P7C4EMKN917/Johnny-TT_05.jpg HARO BIKES - 30 YEARS OF FREESTYLE - Racked UP Some of the first frames racked up and ready for chrome plating. This was a truly great moment to witness as the Project Manager. https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1470712180100-7BVIGRL34U5N352PM1LS/Johnny-TT_075.jpg HARO BIKES - 30 YEARS OF FREESTYLE - Indulgence Everything that excited us, we recorded it. And we excited our audience who were captivated by the project story telling. https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1471895214922-N5GSVQFVNYQAPI916A5O/Doms+Phone_001502.jpg HARO BIKES - 30 YEARS OF FREESTYLE - Indulgence Shot with an I Phone. This sums up the indulgence and excitement we created both internally at Haro, and within the "baying" audience with this project. https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1471968032850-FHKVW8JKO4QPB9WPZB2S/TGORDY.jpg HARO BIKES - 30 YEARS OF FREESTYLE - Tell Your Story Story telling is the most effective way to drive desire and excitement in a project of this nature, particularly when you have thirty years to reference. We made a number of video edits on the project, featuring new and old footage of the frame and the riders who represented Haro back in the day. https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1525378953125-L1MZRU72K8VE4B8XJMOO/Johnny-TT_04.jpg HARO BIKES - 30 YEARS OF FREESTYLE https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1525378965845-51UVPPGA9YBJ3A9TYY7Z/Screen+Shot+2018-03-17+at+12.11.33+PM.png HARO BIKES - 30 YEARS OF FREESTYLE https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1471904733580-VKB5E3CRCWS0DV2WZY1Y/Screen+Shot+2016-08-22+at+3.12.22+PM.png HARO BIKES - 30 YEARS OF FREESTYLE https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1471904723848-WKRMQTZNSUB99N7GW0MO/Screen+Shot+2016-08-22+at+3.12.41+PM.png HARO BIKES - 30 YEARS OF FREESTYLE https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1471904761813-GNE8FXOCX6E6XECRHGU7/Screen+Shot+2016-08-22+at+3.13.11+PM.png HARO BIKES - 30 YEARS OF FREESTYLE https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1471904761375-YBT1ZBUXHDLRBLPX8JBH/Screen+Shot+2016-08-22+at+3.13.26+PM.png HARO BIKES - 30 YEARS OF FREESTYLE https://onrecordbrandhistory.com/copy-and-content-writing daily 0.75 2018-05-07 https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1472668918943-AX6B30K4I5SHWHY17DP5/image-asset.jpeg Creative Project management, copy writing and content creation. https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1471907864379-FMBOPXAO4XQIRKGFDG49/READT2.png Creative Project management, copy writing and content creation. https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1471294550590-QLCKVUXCKBHMYV9FAHHZ/READY1.png Creative Project management, copy writing and content creation. https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1471280332921-B9YPHNPP5BX83GAFJBX7/READY3.png Creative Project management, copy writing and content creation. https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1471280326794-A0HQMW8RSZOGDZNHNN9Q/READY4.png Creative Project management, copy writing and content creation. https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1471280345883-KVPEYU75OH7GOK3E7H92/READY5.png Creative Project management, copy writing and content creation. https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1471280375593-NGXABVD67HPYVO9EJTRJ/READY8.jpg Creative Project management, copy writing and content creation. https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1471280352669-EJ2GJQC7X2Y7OUP5ZPXO/READY6.png Creative Project management, copy writing and content creation. https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1471280353786-VLFXJEJY8NBF8BO0569A/READY7.jpg Creative Project management, copy writing and content creation. https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1471294615857-FQX6E42TMO91LVRFWDQZ/readt9.png Creative Project management, copy writing and content creation. https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1472162208938-FMWDU83LX7EH7GOS26JY/Screen+Shot+2016-08-25+at+2.51.28+PM.png Creative Project management, copy writing and content creation. https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1472162216119-JVTF65RODZXO4Q3WRZT4/Screen+Shot+2016-08-25+at+2.51.45+PM.png Creative Project management, copy writing and content creation. https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1513282129752-DB2GAIS1WDDON1YSBNMH/BOOK+AND+P+GUIDE.JPG Creative Project management, copy writing and content creation. https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1513282139283-MIPZVLMP25RVS3CHZA4N/BOOK+AND+SPREAD-2.JPG Creative Project management, copy writing and content creation. https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1513282147424-45H0SKXYO7R7VRWPYG1Q/BOOK+AND+SPREADjpg Creative Project management, copy writing and content creation. https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1513282154306-M5YCF3L7HLSH780HOV58/phipps1011_18.jpg Creative Project management, copy writing and content creation. https://onrecordbrandhistory.com/event-marketing daily 0.75 2018-05-07 https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1471880099003-6Y4WUC1N6PP61VEKBCH8/HOV_Haro_11-Santas-small.jpg EVENT MARKETING https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1470864098028-QF809MMND7DZLFD2XZZN/IMG_3120.JPG EVENT MARKETING https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1471294939406-K0DIBE21XP812U4FG1BB/GetInline-4.jpg EVENT MARKETING https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1471303975572-KGG15895N1X3OT4P5471/get-attachment-10.jpg EVENT MARKETING https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1471382145143-DQKXXHA9WBCIL9ZCM8CC/Haro-Volume-2-The-Rise-of-Freestyle-Book-Sunglasses-Lip-Balm.jpg EVENT MARKETING https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1471382144406-E0CEH1YFQRC617CCYLU3/The-Condor-DMC-Bob-Haro.jpg EVENT MARKETING https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1470772807999-TT0BP7WH3GD92JJCKUWX/Masi_Eroica16_Breakingaway_7low.jpg EVENT MARKETING https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1470870428750-MO5NYJXO6I6KLUPVDPZR/2016-04-09+09.26.02.jpg EVENT MARKETING https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1470872327433-SJRSQDXQU5VE3BE5WVNF/ba+flyer.jpg EVENT MARKETING https://onrecordbrandhistory.com/consultancy daily 0.75 2017-12-14 https://images.squarespace-cdn.com/content/v1/565da7d1e4b04267d1de13f1/1471973952038-SZRVP16DKUM8VIXW4FMD/image-asset.png CONSULTANCY 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