Rebranding

As a pioneer brand in the sport, Rockshox was looking to reestablish their preeminent products while retaining their well-known irreverence. To do so, we created a visual system that fits comfortably into the existing mountain biking landscape with dynamic type and an expanded, unexpected color palette. The brand toolkit combines graphic elements and framing devices that reference high-concept engineering and product testing vernacular juxtaposed against frenetic patterning and blurred landscape photography taken from the rider’s POV. And to give RockShox something completely unique, we created a custom graphic generation tool designed to deliver a more visceral experience. 

Team