Tioga came to Randall Dolowy looking to find a brand development solution for their new innovated “product design” and “blended heritage” initiative. They knew they wanted to create a top shelf brand that embodied their 40 year heritage of bicycle product design along with new extremely innovative product designs not seen in the bicycle market place before. They named the project “Futuristic-Classic”
Tioga wanted to appeal to the athlete who only wanted the best and didn’t mind paying for it. Knowing this demographic was an educated group of dedicated athletes ranging from 21 to 31 years in age. Tioga desired to present a full circle branded appeal that directly spoke to this group.
I set out on a design exploration searching for the perfect way to combine elements from “classic” product design and materials and what might be “futuristic”. It became evident the meaning of “futuristic” to Tioga was an “unknown”or “indescribable”. My next thought was “if it’s in the future and we have not seen it, then what does it look like”? This analogy or definition of futuristic quickly turned our process into an extensive branding endeavor with numerous possibilities. What should the future’s appearance be? I explored elements ranging from the nothingness of outer-space to colors & textures taken from our earthly environment. With this exercise I was able to establish what truly spoke the language of “Futuristic Classic” and what I believed would resonate best with the end user.
Setteling on utilizing 3 elements. Wood, QuickSilver, and Nothing. The icon design became an organic shape constructed of QuickSilver representing boundless shape housing a nucleus spiraling from one of our greatest resource “wood”. The layout designs became a minimalist approach, keeping plenty of breathing room & clean white backgrounds combined with a rich wood foundation. We also brought into the campaign a the 4th element “cyborg”. The thought was to add a creator who is the product presenter for the futuristic product designs.
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