Instinct Riders was born as a clothing brand for the motorcycle world (one of my passions), a niche with a strong identity and a community that, when it connects with a brand, is loyal. The challenge was to enter that space from scratch, without a budget, in a completely organic way.
I researched the market, designed the clothes, created the e-commerce on Shopify, contacted suppliers, and generated content for social media. Posts for followers, comparisons, community content. All organic, all focused on building a community first, so that sales would come more easily.
The visual identity emerged from the name itself, "instinct", and from the sector it was aimed at: speed, character, attitude.
In less than six months:
- Over 700 Instagram followers, gained organically.
- 130 likes per post, an engagement rate of 17%, higher than the industry average of 3-6%
- Over 50 actual sales, from people who identified with the brand and wanted to carry it.
The time had come; if I wanted to grow, I had to invest. I decided to leave it as it was, an experiment where the lessons learned are invaluable.
