GT Bicycles

Boa Technology

brand identity

Celebrating the good times.

Redefining the future of fit.

Role

Creative Director

Background

Traditionally operating solely as a B2B company within the snow and cycling category, BOA looked to open their aperture while speaking directly with the end-user of their products. With a new brand positioning unlocked, “Fit to Go Further,” along with a completely from the studs up brand identity and logo, the new system aimed to seamlessly scale from the smallest products to consumer-facing marcom needs.

Team

Zachary Allott—Art Direction

Chris Erickson—Design

As GT looked to the future, there was a need to consolidate all the logos that were in play already, as well as find the balance between their beloved original and most recent mark.

As GT looked to the future, there was a need to consolidate all the logos that were in play already, as well as find the balance between their beloved original and most recent mark.

Originally pitched as part of a joint product and brand overhaul, the new visual language embracing bold color blocking was carried into frame design itself.

Originally pitched as part of a joint product and brand overhaul, the new visual language embracing bold color blocking was carried into frame design itself.

All Work

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