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we make small companies into desirable brands

Dedicated to helping passion brands connect with passionate customers through cycling


think cycling is small in the US?
think again


There are more cyclists in the US than there are golfers, skiers, and tennis players combined. Research shows cycling enthusiasts are, on average, well educated and have above-average income, but you probably knew that. Cyclists are
tech-savvy, influential and have serious spending power. More than three quarters are college graduates. Cyclists are not just courted by cycling brands, but also companies who use cycling to connect with this highly coveted demographic.

narrow focus
broad range


Big corporations have PR agencies, design groups, digital marketing experts, video production companies and a host of people whose job it is to coordinate and instruct all of these different specialist.  Small businesses need a full service creative agency that will partner with them from initial creative direction to analyzing data on social media and craft a coherent message each step of the way. 

By specializing in a small market segment we can offer a broad range of skills and expertise. And by methodically building your brand we are always building on the core thesis of what makes you unique.  We have superbly crafted, award-winning creative, tailored to your brand across all media channels, from strategy and brand identity to packaging, promotional, video and digital design solutions.  

thumb-stopping content

Many companies in cycling simply rely on copying existing brand's strategies and designs and only become truly creative when it comes time to look at the data. Fresh and authentic creative is what captures the imagination of your customers. When its coupled with precise analysis of audience data you get deep insight into the effectiveness of your campaign. By pairing creative and analytics we can continuously refine your campaign so we are able to make informed decisions that lead to measurable success for our clients. 

Bold exciting designs coupled with inventive photography gets you noticed

Bold exciting designs coupled with inventive photography gets you noticed






We make customers into fans, products into lifestyles and businesses into brands.

You have a passion for cycling and the outdoors; the shiny bikes, the communal suffering, the pageantry of the Tour.  So do we, and we know how to reach the community of like-minded enthusiasts eager to share your spirit. Today customers are buying the story as much as they are the product, they want to participate and interact with appealing brands. 



First we listen. We want to find the root, the essential core of your brand and help you define what makes it unique to differentiate you in your market. What’s working so far and what’s not.


There is some confusion between the words logo, identity and brand, which are often used interchangeably. A logo is business jargon for an identifying mark or type design to signal a business entity. An identity is a package of visual devices that an organization uses to communicate the brand, such as graphic imagery, a color system, fonts and yes, a logo.

A brand is the relationship between an organization and an audience. 

A brand is not the same as a product. People buy products but they have relationships with brands, and that is what we are trying to accomplish. 




Organic or targeted ad buy? Paid or organic search? SEO (Search Engine Optimization) or PPC (Pay-Per-Click)? Would a blog or a YouTube Channel be worth the effort or cost? 

The right answer depends on a variety of factors including audience behavior, available budget, and your organization’s marketing goals. We have successfully implemented many digital marketing campaigns and will help you navigate the choices to achieve optimal results.



We have hosted events for our clients with cycling celebrities including Greg LeMond, George Hincapie, Floyd Landis, Erik Zabel, Andreu, Christian Vande Velde, Bob Roll. With a celebrity attraction it's easy to attract a lot of people and attention to an event and  It's a great way to associate your brand with or get an endorsement from a star athlete. 



If you want social media to be an effective marketing channel for your business, it’s crucial you develop a strategy. A positive customer experience leads to an engaged buyer; it’s as simple as that.

Your brand’s social media account is an extension of your brand’s identity. How you portray yourself on social media plays a huge role in how people feel about you.


what they say about us

Where others could not, Ostroy could. They began by
re-establishing our identity to define Greg LeMond as contemporary, but with deep roots in cycling heritage—in other words, just what we needed. Alex’s imagination and creative problem solving produced innovative designs and helped bring new products to life.
— Greg LeMond
Ostroy’s work is always unique and cutting edge and it has brought Hincapie a lot of positive attention over the years. Hincapie Sportswear has a lot more shine thanks to their efforts.
— George Hincapie,
We’re working with Ostroy because they are the best creatives in cycling in America and among the very best in the world. They took our fledgling brand and made it into an internationally recognizable brand.
— Uli Fluhme, GFNY
It was refreshing to have someone come to us with new ideas and a step by step plan who really understood our business. As a result our local bike shop now has national and even international customers and a newly thriving online business selling NYC cycling to the rest of the world.
— Andrew Crooks, NYC Velo


who are we?


Alex Ostroy


While his cycling palmares is modest, his design resume is extensive. has  spent ten years working in large NYC advertising agencies. His design and creative work has been publish in the NY Times, Time magazine, Rolling Stone, and the Atlantic. His clients include Nike, General Motors, and Walmart. He has taught design at Parsons, New York University and Pratt. Awards he has won include a Super Reggie Award for promotional excellence, he was selected a "Young Gun" by the Art Directors Club and awarded an SPD Gold medal for design and the American Illustration and the Communication Arts design annuals.   

James Brosnan 


James grew up in NYC, riding his bike in Central Park. He has worked as a front end developer for twenty years. he is a certified Google agency parter and an expert in Facebook digital marketing and commerce conversion. 





Harry is Photographer, Filmmaker, and Designer with 15+ years experience working with a wide range of commercial and editorial clients like The School of Visual Arts, Pentagram, and The New York Times. 
He has also worked in film and television an Art Director in the Director's Guild of Canada. 
In 2010 Harry started 9W Magazine, a print and online journal about cycling culture, blending his interests in storytelling, photography, and cycling.