EnduraA brand voice for the thrill of the ride

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Too many cycling brands forget that riding bikes is fun. We created a maverick voice for Endura that brings back the buzz. For all riders, on dirt, vert – and tarmac.

Endura’s visual identity is a patchwork of vivid colours, scribbles, coarse textures – and striking, in-the-moment photography.

The team needed an off-kilter voice to match – one that drew on the brand’s Scottish heritage to boot. Without cheapening the top-tier tech. Being irritatingly earnest. Or becoming a Scots parody.

We worked closely with Endura to develop a voice that captures the euphoria of the ride. It’s blunt. Upfront. Deadpan. And just the right level of weird.

Then we wrote detailed guidelines to help other writers bring the voice to life. Plus loads of practical examples for customers, dealers, press, and the rest.

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“Working with Reed Words was transformative for our brand. The team crafted a unique tone of voice that captures the essence of who we are and what we stand for.”
Noah Ellison-Bernard
Senior Vice-President, Endura
“We couldn't be more impressed with Reed Words’ work. Their strategic approach has given us a powerful, unique voice that we’re proud to use everywhere.”
Stacey Blizzard
Global Head of Marketing, Endura
“We couldn’t be happier with our unapologetically Scottish voice – it's already making an impact and differentiating our brand. Aye, Reed Words is a pleasure to work with.”
Sam Naylor
Brand Lead, Endura
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