Graphic Design, Art & Creative Direction
Competitive Cyclist: Park City, UT–based Ecommerce, Cycling Industry
Work: Creative Direction, Art Direction, Design
Summary: From 2010–2014 I worked as an Art Director and then Creative Director, brought on board to maintain and grow the premium brand image of Competitive Cyclist when they were acquired by Liberty Media/Backcountry.com. Competitive Cyclist was a specific focus for me because much of my time in the outdoor industry had revolved around bikes and the bike industry.
Competitive Cyclist was a particular challenge because the brand was already well known and Backcountry faced the daunting task of not damaging the brand after the acquisition. I worked alongside a dedicated group of cyclists in the Merchandising, Content, and Product/Engineering teams to ensure the brand maintained its strong pro aesthetic, while effectively marketing its new capabilities and growth within the Backcountry brand.
Highlights of this role include work I did for the Competitive Cyclist Pro Cycling Team, which involved full marketing support of the team nationwide, from clothing to vehicles, web and digital media, print media packets, and event support.
The work on this page is all work that I not only directed, but also did the design work on.
The Bib Tights Buyers Guide in 2014 was the first of a series of premium-content guides to be built for Competitive. Using a dark background to contrast the predominant whites used throughout the site gave a more exclusive feel. This project included Creative Direction, Photo and Model Direction in Studio, and Interactive Design.