Globe is Specialized’s utility-driven e-bike brand. The campaign identity leans into punchy design and witty storytelling, making e-bikes feel less like gear and more like a way of life. The Everyday Brigade & The Center for Joy Retrieval were experiential concepts that brought Globe’s ethos into the real world, one rooted in pragmatic futurism and the other in the pursuit of joy. Through bold visuals and design, the campaign reframed e-bikes as more than just transportation, they’re a lifestyle.