An exploration taking Trek's branding in a new direction, using impassioned pen strokes to connect emotionally with the hardcore rider.
Ardent hand-drawn elements developed for printed collateral and video.
The catalog design takes a journalistic approach, going beyond product specs to indulge in the emotion and escapism of the sport.
Section break spreads feature "in-the-moment" emotional photography and philosophies.
Product spreads introduce more specs while retaining the journal theme.
Ad concept for the Fuel EX product line featuring a hand-painted headline. Here we get inside the head of the risk-taking rider who seeks a conquest on the trail. The bike is his battle axe.
Final "Freedom Tastes Like Dirt" ad for Liquid line of mountain bikes. Rough hand-drawn type and the menacing angel drawn by artist Derek Hess (derekhess.com) hails the "grit-in-your-teeth" pleasure of bashing the trail. This spread was published in a major mountain bike publication.
