The most effective way to communicate visual brand language is through something tangible. Created in 2013, this sculpture captured Trek’s evolving design direction following a major reinvention of the mountain bike line in 2008. The form distilled the brand’s priorities at that moment—lightness, technical precision, and agility—into a single, physical object that could be experienced, discussed, and aligned around.
Sketch concepts. The final form needed to clearly represent a bike, but needed to be just abstract enough so that it wasn't taken as an actual frame design.
Nearly finished CAD Concept. This was completed in 2011 - this project was 'extra curricular' and took the next year to complete the physical model.
Graphics were critical in giving the sculpture texture, as well as pushing the theme of 'electronic integration - the concept therein had to appear highly technical.
