Art Direction / Design
A proposal for a look and feel for a bicycle shop in Oakland, CA.
The objective was to create a presence of real competence, style and tough cool. The company prides itself on building solid fames for bikes, on hard work and building a bike-obsessed community.
I chose to render the logo in 3D software with a back lit-iconic representation to underline its idol-like status – something to be worshipped and revered. I created a strong stone-like presence to emphasize the solidity and strength.
I borrowed from Oakland's bike messenger culture and used predominantly black color for the identity. By using phrases like 'black magic' and 'horsepower', I further aided in shrouding the identity in a cult-like appearance.