Urban Cycling Evolved
This conceptual rebranding of Columbia Bicycles moved the brand out of the bicycle commodities market, and into the growing specialty markets and niche culture that today’s urban bicyclist inhabit. The new brand strategy focused not on the obvious environmental or health benefits of the bicycle, but instead on the craftsmanship and aesthetic beauty inherent in its form.
Completed during the masters program at the Academy of Art University, this project culiminated in a new brand standards guidlines book that outlines the companies past, the proposed visual shift and ideas for the future of the brand.
Completed at while at the Academy of Art University. Creative direction and instruction by Hunter Wimmer.