Axiom Cycling Gear
Rebuilding a brand to promote its individuality
Axiom Cycling Gear wanted to undergo a rebrand that would put their uniqueness into focus. Their commitment to environmental sustainability—like making products from recycled fishing nets and aluminum—was an important facet of their business that needed to be represented. They also wanted to ensure that their visual identity was reflective of the people who purchased their products.
Effective design starts with knowing who you’re designing for, so we kicked off the project by extensively researching Axiom’s audience and market positioning. Based on our findings, and keeping their environmental impact at the forefront, we revamped their logo, created a new color palette, provided photography guidelines, and updated their brand messaging. The end result was a visual identity based on the idea that the bicycle gives you the freedom to move; it’s the bike and Axiom products that allow you to live your life, and save the environment while doing so.