Rocky Mountain:
Instinct 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 March 2021, Rocky Mountain launched the highly anticipated redesign of the Instinct, its most versatile and best-selling trail bike. As a flagship model, this was a high-profile global release, requiring a strategic and visually compelling campaign to support its launch.

Rocky Mountain operates on a dealer-based business model, meaning all promotional materials needed to be optimized for dealer use and seamless global distribution. As lead designer for the in-house marketing team, I was responsible for creating all launch assets (in multiple languages) ensuring consistency and impact across a wide range of channels.

This included:

Press kits for media and industry partners.
Print and digital ad campaigns tailored for different markets.
Event swag and promotional materials for the launch.

The result was a cohesive campaign that reinforced the Instinct’s position as a go-to choice for trail riders worldwide, while ensuring dealers had the tools they needed to successfully market the bike.