Raceface

Client

Raceface

Services

Visual Identity / Brand Design

Location

USA

Year

2023

We began by immersing ourselves in the culture of the sport and Race Face’s community, understanding what cyclists value, feel and respond to. Our team developed a visual language rooted in movement, terrain and grit: bold typography, dynamic imagery, and layouts that reflect motion and energy.

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We created print-first designs for major cycling events, including posters, banners and collateral, and layered in copywriting that evokes the thrill of the ride, “wind in your face, heart in your throat”. Art direction ensured every visual reinforced Race Face’s identity as a leader in performance equipment and cycling culture.

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The challenges

The brand’s visual presence lacked consistency and under-communicated the excitement of the sport.

Marketing and print materials were functional, but not emotionally resonant with hardcore cycling enthusiasts.

Race Face needed assets that could both captivate and convert: posters, event collateral and brand communications that felt bold and authentic.

The visual language needed to reflect rugged terrain, speed, and community, all within the constraints of print and digital formats.

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The Solutions

The new collateral elevated Race Face’s event presence, their marketing materials stood out in a crowded field and resonated deeply with riders and fans.

A noticeable uptick in engagement: event attendees reported stronger brand recall and a higher perception of Race Face as a premium-performance brand.

The refreshed visual direction laid a foundation for future campaigns and provided consistent brand assets across print and digital platforms.

Race Face’s leadership praised the creative work for capturing the essence of their community, turning design into emotion, and emotion into brand loyalty.

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Amplifying Adrenaline through Design

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