Rocky Mountain:
Solo 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 introduced the highly anticipated redesign of the Solo, a bike built for gravel and adventure riding. To capture the spirit of exploration that defines the Solo, the marketing team chose the remote roads of rural Saskatchewan, Canada—a landscape of endless open plains, historic farming towns, and towering grain silos—as the backdrop for the launch content.

As lead designer for the in-house marketing team, I drew inspiration from both the stark beauty of the prairie landscape and the iconic Saskatchewan Wheat Pool grain company to develop the campaign’s logo, typography, and visual identity. These elements were seamlessly applied across ads, event swag, and promotional materials to create a launch that felt both regionally authentic and visually compelling.

The result was a campaign that not only showcased the Solo’s versatility and adventure-ready design but also connected with riders through a rich, storytelling-driven aesthetic.