Rocky Mountain:
Element Launch

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:

In 2022, Rocky Mountain introduced the highly anticipated redesign of the Element, a bike built for cross-country use. To highlight its versatility across diverse terrains, the marketing team developed a launch concept inspired by both the bike’s name and the four fundamental elements—earth, air, water, and fire—each represented by a unique riding environment.

As lead designer for the in-house marketing team, I created a custom logo system inspired by ancient Viking runes, symbolizing each element. This distinct visual identity was then applied across ads, event swag, and promotional materials, reinforcing the campaign’s storytelling while maintaining Rocky Mountain’s signature aesthetic.

The result was a launch that not only showcased the Element’s adaptability but also immersed riders in a compelling, adventure-driven narrative, making the campaign both visually striking and deeply resonant.