A frame graphic that went to a factory in China, a stand that fabricators built from the specification, two catalogs, trade ads and a card game: everything a bike distributor takes to market.
Madison Cycles, London · Graphic Designer, in-house, across Madison’s own marketing and for Genesis, a sister brand Madison distributed
Product graphics · Manufacturing specification · Large-format and events · Catalog design · Trade advertising · Promotional packaging
The challenge
Genesis was launching the Alpitude, one of its top of the line bikes. The frame was clean white and the new Shimano crankset was the part worth pointing at. A decal on a production bike wraps compound curves and gets made by a factory in another country working from a document.
The work
Took the idea from the component.
The graphic grows out of the crankset. The reference was Venom, a symbiote taking its host: the new component appearing to infect the clean white frame.
Specified it for manufacture and saw it through production.
Built the spec sheet, sent it to the factory in China, and kept the back and forth running with them through to production.
The wider job
Designed the trade show stand for the fabricators who built it.
Thor was one of the brands Madison carried. Designed the stand, the banner and the rider graphics, then wrote the artwork specification the fabricators built from.
Designed both product catalogs.
Two full books, cycling and motocross.
Made the trade advertising.
Example ads for Aztec, Cycra and Shimano, all brands Madison distributed.
Turned a bike range into a card game.
Designed the Commençal trump cards and the box, which went out at shows and to dealers.
RESULTS
Applied graphics for the Genesis Alpitude, from concept through to production artwork
A production spec sheet, issued to an overseas manufacturer and carried with them through to production
A trade show stand, specified for the fabricators who built it
Two product catalogs, in two different categories
Trade advertising for Aztec, Cycra and Shimano, and a promotional card set with its packaging, produced for trade shows and dealers
A different kind of product, and a different shelf: spirits brands, packaging and campaign direction delivered as style tiles.
View Luxco Spirits: Salvador’s, Calvert and Exotico