VC

Give a cycling shop and custom atelier a contemporary identity that could speak to both utility and the romance of the sport.

Cycling culture already has a rich visual grammar: motion, geometry, mechanical precision and earned patina.

A family of marks that could operate like workshop stamps, racing insignia and modern wayfinding.

Multiple lockups, track-inspired graphics and modular applications allowed the identity to shift across storefront, product and community programming.

A system with enough rigor for a workshop and enough character for a cultural meeting place.