Renowned for revolutionising professional road racing and mountain biking, Shimano also understands that urban cyclists have different priorities: getting from A to B safely, comfortably, and hassle-free. To better understand these everyday riders, CIRCUS created five Urban Achiever personas, each with their own habits, needs, and key motivators. As part of the creative team, I helped develop the newsletter and translate the JUST RIDE concept into an engaging visual story.