BRAND IDENTITY

RockShox, a pioneer in the sport of mountain biking, sought to reaffirm its position as a leader while maintaining its signature irreverence. To achieve this, we developed a visual system that seamlessly integrates into the existing mountain biking culture. The design features dynamic typography and a bold, expanded color palette. The brand toolkit includes graphic elements and framing devices inspired by high-concept engineering and product testing, contrasted with energetic patterns and blurred, rider POV landscape photography. To elevate the brand further, we crafted a custom graphic generation tool, delivering a visceral and distinctive experience unique to RockShox.

TEAM