+ Art Direction
+ Visual Identity
+ Stationary & Collateral
+ Packaging
+ Illustration
+ Advertising
+ Events & Trade Shows
+ Apparel
+ Photography
+ Email Marketing
+ Website

Since its founding in 1984, Hed Cycling Products has become one of the world's premier manufacturers of carbon fiber and aluminum bicycle wheels. Their products are sold worldwide and are ridden by professional athletes and casual riders alike. The brand prides itself on its deep Minnesota roots, its pursuance of quality and innovation, and its ability to compete and excel in the exceedingly competitive cycling industry.

Given the brand's long-standing stewardship of cycling and its community, I created a visual identity to match those values and priorities. Projects included everything from a new identity system and packaging to custom illustrations, icons, web design, and numerous collateral marketing pieces. The result is a unique visual identity that speaks directly to its market and stands out from the rest of the cycling industry.