Rocky Mountain:
Slayer 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 2023, Rocky Mountain unveiled the highly anticipated redesign of the Slayer, a bike designed for big mountain use. To capture the essence of this aggressive, terrain-conquering machine, the marketing team chose Virgin, Utah—a legendary freeride destination and home to Red Bull Rampage—as the backdrop for the launch content.

Drawing inspiration from the rugged, lawless terrain and the nomadic spirit of cowboy culture, the team developed a spaghetti Western-themed launch film, directed by Liam Mullany. My role as lead designer was to seamlessly integrate the Slayer’s established sub-brand identity with this bold creative direction.

To do this, I designed an new version of the Slayer mask logo, now featuring a rattlesnake weaving through the mask. I then created custom variations of the logo, matching the launch bike colorways, and applied them in the design of the ads, swag, and other promotional materials required for the launch event and video.

This project was a true fusion of brand identity, storytelling, and high-impact design, reinforcing the Slayer’s reputation as the ultimate big-mountain machine.