Hövding has re-defined what a bicycle helmet looks like, as well as the levels of comfort and safety one can provide. To quickly communicate the features and benefits made possible by Hövding’s airbag technology, Neumeister created a brand strategy and a comprehensive brand identity program that takes an innovation and safety approach as well. The program is highlighted by a new logo that represents a cyclist wearing a Hövding. This is utilized in combination with the corporate pattern that indicates how Hövding tracks motions in the urban environment and deploys in case of an accident. A unique tonality and stylistic way of writing on different touchpoints like packaging, collateral among others, reinforces Hövding’s non-traditional way of protecting urban cyclists from more than one perspective at the same time.