Rocky Mountain:
Powerplay

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 2021, Rocky Mountain launched the next generation of its proprietary Dyname 4.0 drive system, a cutting-edge e-bike motor that was lighter, faster, and more powerful than its predecessor. As a pivotal advancement in the brand’s e-bike technology, the launch required a refreshed and expanded visual identity to reinforce its innovation and performance.

As lead designer for the in-house marketing team, I was tasked with elevating the existing brand identity for Dyname, which I had originally developed in a previous iteration. This included:

Refining the mountain battery logo to better represent electric mountain biking.
Developing alternative logo variations for different applications.
Designing launch assets, including ads, brochures, point-of-purchase (P.O.P.) graphics, and promotional materials.

The result was a cohesive, high-impact visual system that strengthened Dyname 4.0’s positioning as a leading e-bike technology, enhancing brand recognition across retail, digital, and print platforms.