The rebranding of Bell Helmets is arguable the most important project I did as it pertains to my career. This was the job that taught me about how brands intersect with culture. We were working with a former Nike VP of Brand named Mike Wilskey. He encouraged us to go deep, and really try to understand the zeitgeist of Bell. Its origin story. Its history. The culture it had stewarded for decades, and how that differs from its then current position in the market as a commodity big box helmet brand.

The results of that work was this book. A celebration of their history, a recommitment to their values, and a reestablishment of the authentic position in the market. This book paved the way for the investment that revitalized the Bell brand and provided the blueprint for how they would innovate and steward their way back to their coveted leadership position.