Rocky Mountain:
40th Anniversary

Client Overview:

Rocky Mountain is an award-winning bicycle brand with deep roots in the legendary North Shore mountains of Vancouver, British Columbia—one of the most rugged and diverse mountain biking terrains in the world. Since its founding in 1981, Rocky Mountain has been at the forefront of high-performance mountain bike innovation, testing its designs right in its own backyard—one of the sport’s most demanding and celebrated proving grounds.

Driven by a passion for exploration and engineering excellence, Rocky Mountain continues to push the boundaries of what’s possible on two wheels.

Project Overview:

To celebrate Rocky Mountain’s 40th anniversary, the marketing team tasked me with designing a temporary commemorative logo that would be used throughout the year—primarily across digital channels, as well as on limited-edition apparel and merchandise.

The challenge was to create a design that honored the brand’s heritage while still feeling like a natural extension of modern Rocky Mountain. With the brand having evolved through four distinct logos over its history, finding a way to seamlessly blend past and present was a unique creative challenge.

The solution? A fusion of legacy and innovation. I reimagined the logo by merging half of the original design with half of the current logo, aligning them at the natural break between ‘Rocky’ and ‘Mountain’. This approach not only paid homage to the brand’s roots but also inspired the italicized line motif that became a unifying visual element throughout the broader anniversary campaign.

This project was a celebration of Rocky Mountain’s evolution and identity, reinforcing its legacy while looking ahead to the future.