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The SYM Maxsym TL 508 on the motorway, head-on and in motion

SYM: ten years of launches, campaigns and conventions in Spain

Client
SYM España · Motos Bordoy
Since
September 2016
Services
Launches, campaigns, catalogues, conventions, events and web
Studio
Mariona Agency, Barcelona

01The relationship

Ten years in motion.

Since September 2016, Mariona Agency, the strategic and creative agency from Barcelona, has been working with SYM España, the brand Motos Bordoy has distributed in Spain since 2004. Ten years of launches, campaigns, catalogues, conventions, websites and point of sale.

More than twenty models, a dealer network across Spain and one launch after another. One voice for everything.

  • years running
  • projects
  • dealer network conventions
  • catalogues and spec sheets

02Launches

Every model, its own debut.

The Maxsym TL in 2020, with a live online launch on YouTube and on Zoom for the press. The Maxsym 400 in 2021, with an online launch and a landing page to book a test ride. The Maxsym TL 508 and the Jet X in 2022, with a press conference. Then the ADX 125, with “Tu lado crossover” (Your crossover side); the Joymax Z 300 and the ADX-TG 400 in 2025; and this year, the Cruisym 400 and the TTLBT.

For every launch, a concept and its full roll-out: campaign, social media, catalogue and presentation.

A purple Maxsym TL 508 parked beneath a concrete structure
Maxsym TL“Follow your instinct.”
The Maxsym TL 508 taking a bend on a forest road
Maxsym TL“Diversión en estado puro.” (Pure fun)
The Maxsym TL 508 leaning into a bend in the city
Maxsym TL“Sólo probándolo podrás sentirlo.” (Only by trying it can you feel it)
Front end and LED headlights of the Maxsym TL 508 in the city
Maxsym TL“El arte de la fusión.” (The art of fusion)
A blue Maxsym 400 on the move beside a grove of trees
Maxsym 400“Hazlo, no planees.” (Do it, don’t plan it)
The Maxsym 400 on a winding road through greenery
Maxsym 400“Prueba para sentir.” (Try it to feel it)

Maxsym TL and Maxsym 400. Presented live.

Watch the presentation · 12:34

2020 · Maxsym TL, the live online presentation

Watch the presentation · 8:39

2021 · Maxsym 400, in detail

And in 2025, the ADX-TG 400. Shot in the studio.

03Campaigns

One campaign, one colour.

More than twenty models, and every campaign with its own colour, typeface and tone. All of them sound like SYM: from #TuEspacioVital (Your personal space) to “Hello”, from “Ride Confident” to “Siempre Contigo” (Always with you), the 20th anniversary spot.

Social media, press and dealerships. Ads in more than fifteen publications, from the motoring press to general-interest dailies.

  • Campaign for the new Maxsym TL: “Sólo probándolo podrás sentirlo. Pide tu test ride” (Only by trying it can you feel it. Book your test ride)
  • Campaign for the new Maxsym TL: “El arte de la fusión” (The art of fusion)
  • SYM’s #TuEspacioVital (Your personal space) campaign: the Fiddle 50 on a lilac background
  • SYM’s #TuEspacioVital campaign: the Symphony S 50 on a mustard background
  • SYM’s #TuEspacioVital campaign: the Symphony SR 50 on a green background
  • SYM’s five-year warranty badge: “No todos pueden decirlo” (Not everyone can say that)
  • Social media story for SYM’s five-year warranty campaign: “No todos pueden decirlo” (Not everyone can say that)
  • Maxsym 400 campaign: “Hazlo, no planees” (Do it, don’t plan it)
  • Maxsym 400 campaign: “Prueba para sentir” (Try it to feel it)
  • SYM’s “Hello Fiddle” campaign on petrol blue
  • The “Hello Classic” campaign for the SYM Fiddle, on mustard
  • The “Hello City” campaign for the SYM Fiddle, on light blue
  • SYM Symphony SR campaign: new Euro 5 engine, more performance, more efficient, more sustainable
  • The “Jet&Go” campaign for the SYM Jet X 125
  • Social media story from SYM’s July campaign: the Cruisym α 125, style and functionality, with free registration and insurance
  • Social media story from SYM’s July campaign: the Joymax Z+, the perfect GT scooter for your day-to-day
  • Social media story from SYM’s July campaign: the new ADX 125, SYM’s crossover
  • Campaign for the new SYM ADX 125: “Tu lado crossover” (Your crossover side)
  • SYM Symphony SR 125 campaign: “Desafía tu competencia” (Challenge the competition)
  • SYM Symphony SR 125 campaign: free insurance
  • Social media story in red from the SYM Symphony SR 125 campaign
  • SYM Symphony SR 125 campaign: two Symphony SRs and the price, €2,299
  • SYM Symphony SR campaign: “Ride confident”

04Catalogues and spec sheets

Every model, in print.

More than fifty catalogues and model spec sheets between 2019 and 2026, plus six owner’s manuals. The three 2020 catalogues each have their own art direction: the Maxsym TL in midnight blue, the Symphony with a colour for each version and the Cruisym, full of character.

And in 2025, the whole range: one catalogue per model.

Cover of the Maxsym TL catalogue: “Follow your instinct”
Cover of the Symphony range catalogue: “Disfruta tu momento” (Enjoy your moment)
Cover of the Cruisym 125/300 catalogue: “Vive con carácter” (Live with character)
Spread from the Maxsym TL catalogue: “El arte de la fusión” (The art of fusion), in midnight blue
Spread from the Maxsym TL catalogue: “Diversión en estado puro” (Pure fun)
Spread from the Maxsym TL catalogue on its design and its TFT display
Spread from the Symphony catalogue: “Enjoy the city”, with a girl leaping above the city
Red spread from the Symphony catalogue devoted to the Symphony ST
Salmon-pink spread from the Symphony catalogue with the features of the Symphony SR
Spread from the Cruisym catalogue: the black Cruisym beneath a viaduct
Spread from the Cruisym catalogue with a rider beside their red Cruisym
Spread from the Cruisym catalogue: detail of the space under the seat

The 2025 range, model by model.

One catalogue per model

Cover of the 2025 ADX-TG 400 catalogue: “Impulsa tu libertad” (Power your freedom)
Cover of the 2025 ADX 300 catalogue: “Tú eliges tu camino” (You choose your path)
Cover of the 2025 ADX 125 catalogue: “Doble aventura” (Double adventure)
Cover of the 2025 Fugue 125 catalogue: “Estilo classic con alma urbana” (Classic style with an urban soul)
Cover of the 2025 Maxsym GT 400 catalogue: “Conquista cada km” (Conquer every km)
Cover of the 2025 Jet X 125 ABS catalogue: “Muévete con actitud” (Move with attitude)
Cover of the 2025 Symphony SR 125 ABS catalogue: “Siempre en movimiento” (Always on the move)
Cover of the 2025 Jet 14 EVO 125 ABS catalogue: “Auténtico estilo urbano” (Authentic urban style)
Cover of the 2025 Fiddle 50 catalogue: “Hello new classic”
Cover of the 2025 Symphony 50 catalogue: “Elige ser diferente” (Choose to be different)

05Conventions

Ten conventions in a row.

From 2017 to 2026, SYM’s dealer network has met every year. Since 2020, with the whole of Grupo Motos Bordoy.

In 2020, “Evolution” took over MACBA and the Terraza Miramar. In 2021, “Next” went virtual. In 2024, “Confident” ran for two days. In 2026, “Go Further”, in Barcelona.

SYM dealer network conventions
YearCityTheme
2017Barcelona—
2018Madrid—
2019MadridPower19
2020BarcelonaEvolution
2021VirtualNext
2022MadridFocus
2023BarcelonaDesafío
2024MadridConfident
2025MadridStronger
2026BarcelonaGo further

Nearly

keynote slides for the conventions from 2021 to 2026

The dealer network on the auditorium stage at the Power19 convention, Madrid 2019
The stage at the SYM Barcelona 2017 convention, with the screen and the brand banner
A display of motorcycles beneath truss structures, on red carpet, at the 2017 convention
The Power19 convention stage seen from the back of the auditorium

Madrid, 2024

20 years of SYM in Spain.

“Siempre Contigo” (Always with you): the anniversary logo, the campaign and its spot, and the celebration, a turnkey event that Mariona Agency organised together with SYM, covering the light-dancer show, the theming, the screens, the murals, the opening video and the stage management. And on 22 May 2026, in Barcelona, the Official Dealers and Agents Convention.

  • screens
  • murals
Dancers in light suits around a white ADX-TG in front of the SYM 20 years logo
The SYM 20 years poster, “Siempre Contigo” (Always with you), at the celebration
Light dancers and an ADX-TG on the red stage at the 20th anniversary
The audience in front of the “Siempre Contigo” stage, with dots of light on the walls
A SYM scooter in the foreground and, behind it, the 20th anniversary room with the “Siempre Contigo” screen
The SYM 20 years photocall, full of guests

06Dealer network

From the shop to every city.

Motos Bordoy’s SYM shop and a dealer network across Spain. For the network: dealer kits, vinyl graphics and welcome packs, plus local campaigns in Madrid, Mallorca, Valencia, Bilbao and Pontevedra.

The 65-page brand guidelines from 2021 take SYM’s look into every shop.

Motos Bordoy’s SYM shop, with the range on display between red walls

More than 30 official SYM points of sale in Madrid.

SYM campaign in Madrid: more than 30 official points of sale
SYM campaign in Mallorca: the new 125 Euro 5 range, on a coastal road
SYM campaign in Valencia: discover the Scooter GT 125 range
SYM campaign in Madrid: the widest scooter range on the market, beside the Puerta de Alcalá
SYM campaign in Mallorca: the widest range on the market, among palm trees
SYM campaign in Valencia: the Cruisym α
SYM campaign in Madrid: excellent value for money, beside Almudena Cathedral
SYM campaign in Mallorca: more sustainable, with more performance
SYM campaign in Valencia: the Joymax Z+
SYM campaign in Madrid: a five-year warranty, at Cibeles by night
SYM campaign in Mallorca: kinder to the environment
SYM campaign in Madrid: excellent after-sales service, in front of the Royal Palace
SYM campaign in Mallorca: from €2,299, with a five-year warranty

07Web

From sym.com.es to sym-motos.es.

In 2016, the brand website: design and content management system. In 2023, the complete redesign, from wireframes to design in Figma, for desktop and mobile. In 2026, the pages for the new Cruisym 400 and TTLBT.

News page on the 2023 SYM website, featuring the Maxsym TL 508
Home page of the 2016 SYM website: “Enjoy your time”
The 2023 SYM website on mobile: the five-year warranty
The 2023 SYM website on mobile: the circular menu
The 2023 SYM website on mobile: request your test ride

08The showreel

SYM, in four minutes.

The project

The challenge

Growing a brand with more than twenty models, a dealer network across Spain and one launch after another, without losing its voice.

The approach

A stable team in Barcelona that handles brand, product and network at once: campaigns, art-directed catalogues, the annual convention and the website.

The result

Ten years running and more than 500 projects: more than 50 catalogues and spec sheets, ten conventions, the turnkey 20th anniversary, nearly 1,600 keynote slides, ads in more than fifteen publications and the same brand in every dealership.

Client
SYM España · Motos Bordoy S.A.
Sector
Motorcycles and scooters
Period
Since September 2016
Services
Launches and campaigns, social media, press advertising, catalogues, spec sheets and manuals, brand guidelines, conventions and turnkey events, keynote presentations and video, photography, websites, point of sale and local campaigns
Scope
Spain
Agency
Mariona Agency, Barcelona

Frequently asked questions

Which agency works with SYM España?

Mariona Agency, the strategic and creative agency from Barcelona, since September 2016: launches, campaigns, catalogues, dealer network conventions, websites and point of sale. More than 500 projects in ten years.

What does Mariona Agency do for SYM’s conventions?

Ten dealer network conventions in a row, from 2017 to 2026; since 2020, for the whole of Grupo Motos Bordoy. Between 2021 and 2026 alone, nearly 1,600 keynote slides.

Who organised SYM’s 20th anniversary in Spain?

Mariona Agency, together with SYM: a turnkey event in Madrid in 2024, with the light-dancer show, the theming, the screens, the murals, the opening video and the stage management, as well as the anniversary logo and the “Siempre Contigo” (Always with you) campaign.

Who distributes SYM in Spain?

Motos Bordoy S.A., the brand’s distributor in Spain since 2004.

Which catalogues has Mariona Agency designed for SYM?

More than 50 catalogues and model spec sheets between 2019 and 2026, plus six owner’s manuals. The 2020 catalogues for the Maxsym TL, Symphony and Cruisym each have their own art direction; in 2025, one catalogue for every model in the range.

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