New wordmark for Bontrager, Trek Bicycle’s components, accessories, and apparel brand. I proposed this project, hired a professional typographer, provided creative direction for the result. I internally championed the first meaningful change to Bontrager’s wordmark in the brand’s (then) 33 year history, and shepherded its implementation across the whole customer experience.
Strategically, the update improved the communication of Bontrager's brand promise. Functionally, it improved the practical application in all brand touchpoints.
