GEN-S Branding + Creative Direction
GEN-S is a Specialized Youth team that pairs up-and-coming young riders with mentor pro riders.
Raw talent is one thing, but to make someone a great athlete it starts with a supportive community. As this new generation of cyclists emerges, it’s clear that they are hungry for something different. They expect better, and they know it’s in their power to create change in their community and the greater world. This is a generation not bound by how they should be, but driven by who they want to be. This is a team about taking the spark born within our youth and giving it every opportunity to burn.
The GEN-S branding, palette, and overall creative direction was designed to fit this new generation of athletes with a strong emphasis on bold typography, layered textures, an energized / gender neutral color palette, and allowing the style / personality of the young riders to shine through. I collaborated with GEN-S managers, contractors, and social media managers to make sure the DNA of the GEN-S brand stayed authentic as it was applied across many physical and digital spaces.