Developing and iterating designs 

The development of this project began with initial research into colour trends. We then turned to Springbok Designs to help bring the product to life. Through quick iterations and three rounds of sampling, we were able to settle on a fade design. In an effort to be different, we opted for a non-uniform fade that focusses on the air flow around the helmet, a subtle nod to the technical aspect of the brand. We wanted it to be kinetic and show speed, but also have a natural movement and energy to it that would appeal to a wide audience. 

Art directing photography & video

For our Spring/Summer collection, we headed to the coastline of Camber Sands, Sussex. Blessed with snippets of brilliant sunshine, the area's expansive, golden sand beach and wispy dunes provided the ideal backdrop to shoot against. Wheelies, illusive summer sun, hazy and vibrant colours all encapsulate the feeling of this collection.

We developed an editorial photography and video style that centred around the models as the heroes. We captured the playfulness and sense of power these new colours would bring. Moving away from the technical, restrictive style of the brand, the creative evolved to being much more free-flowing and uplifting than had previously been used. We showcased each athlete through short, engaging videos with supporting still imagery.

Sharing it with the world

The primary objective of this product launch was to showcase the new shell colours on the website, allowing customers (both new and existing) to purchase. The product page design was updated in order to accommodate multiple colour variants, and launch imagery was used both here and on the homepage. The new product was also launched across social media, email campaigns and blog posts.