We first met the people at TAYA at the Shanghai Cycle Show back in 2016 and started our collaboration by designing their catalogue. Over the years we orchestrated a dynamic marketing campaign for TAYA Chain across diverse platforms. From apparel or catalogue design to real-world testing, from futuristic 3D video to inspiring lifestyle video, from bringing onboard world class sponsored teams and riders to designing advertising or managing social media, our strategy showcased the brand’s product range across various cycling categories, globally elevating TAYA Chain’s presence with a blend of creativity and quality.
As part of our live events services, we showcased for example the brand at the very popular Vélo Vert Festival in France. We offered a complimentary TAYA chain installation service by a professional mechanic. Throughout the weekend, numerous enthusiasts had the opportunity to engage with the brand, test its products, and appreciate the professionalism, fostering a strong connection with the cycling community.
We developed the TAYA catalogue project with the goal of showcasing the entire range of TAYA chains while enhancing brand credibility. The platform not only presents the product variety but also features recruited athletes as brand ambassadors. The graphic design aims to convey a technical and modern image, ensuring clear dissemination of information. This approach not only highlights the technical aspects of the products but also aligns with the brand’s image, creating a comprehensive and visually appealing representation of TAYA’s chain offerings.
Our TAYA social media management strategy aimed to showcase the brand’s relevance across diverse cycling categories (enduro MTB, XC MTB, DH MTB, leisure biking, road cycling, BMX, cargo bikes, electric bikes, etc.). Through content creation and leveraging recruited brand ambassadors, we alternated between these categories. Our graphic expertise was integral, ensuring a portrayal that is both technically advanced and modern. This approach conveyed the brand’s versatility, establishing TAYA as a top choice across the spectrum of cycling practices.
Bicycle chains have been made the same way pretty much since they were invented. Until now. With the ROLLERLESS SERIES, TAYA have boldly removed the rollers from the chain meaning there are only three parts to a chain. This unique construction brings a whole range of benefits to the ROLLERLESS SERIES resulting in a lighter, quieter, longer-lasting, more efficient chain.
Enjoy this 3D animation we put together to celebrate the #rollerlessrevolution:
We strategically designed TAYA advertisements to position the brand as highly relevant amid the growing electric bike trend. Leveraging brand ambassadors and professional photoshoots, we fused these elements with our graphic expertise to create a portrayal that is both technically advanced and modern. The ads showcase TAYA’s products in the context of electric bikes, emphasizing their suitability. The combination of technical imagery and clear information dissemination aims to establish TAYA as a go-to choice in the evolving landscape of electric bicycles.
Are you ready for a 230 kilometers bicycle trip on the west coast of Vancouver Island along with a mix of narrow paved and gravel roads? Enjoy this gravel video we filmed in Vancouver (BC), Canada.
Jill Wu
CEO
TAYA Chain
Theatre des Operations offers a clear and actionable roadmap for customers aiming to establish a brand from scratch to widespread recognition. By seamlessly integrating established branding principles, practical field expertise, and innovative thinking, they continuously generate compelling ideas. Their strong execution capabilities ensure these ideas translate into flawless outcomes. Looking to leave a lasting impression? Theatre Des Operations can help you make it happen!
Photo credits: Alessio Soggetti, Alex Luise, Max McCulloch, Media Shape, KTM Alchemist team