Mountain Bike Club

Mountain Bike Club came to us with a clear challenge: build a brand that spoke not just to the solo rider, but to the full crew—the ones out clearing trails, chasing lines, and pushing each other forward. Rooted in performance, progression, and shared momentum, this was a chance to reimagine what a cycling brand could look and feel like.

We developed a complete visual identity system—from typography and color to layout, tone of voice, and brand messaging—that balances technical precision with emotional pull. The system was built to flex across every touchpoint: apparel, gear, digital platforms, and on-the-ground activations. It had to work as hard as the riders it represents.

Note: This direction was part of an early conceptual exploration and was not selected by the client.