Art direction – Graphic design
2023 Fuel EXe campaign
The Fuel EXe is Trek’s next-generation electric mountain bike, blending natural ride feel with advanced e-assist technology. I contributed to its launch by shaping the visual direction—developing mood boards, colors used in campaign, and style concepts for key stakeholders. Partnered with a copywriter to create cohesive design across web, print, and retail. Led the work as art director, collaborating closely with product, marketing, photography, and production teams.
Graphic elements
Collaboratively developed graphic elements to reinforce the campaign’s message and ensure a cohesive presence across all touchpoints.
Photography and visuals art direction
Collaboratively art directed, guiding model styling, gear selection and angles of product in environment.
Applications
The project focused on creating promotional applications for the product, with photography as the core visual driver—spanning print, in-store, and digital. I designed all assets.
Retail Environment Lightbox and Kiosk
Retail Environment Signs
Retail Environment Sign
Print Ad
Web ads
Social Media ads & teaser campaign
Collateral products
Editorial Page
Led the product’s editorial page design—layout, iconography, and art direction—collaborating with photographers, animators, and developers to bring it to life on trekbikes.com.
Credits:
Photography – Sterling Lorence
Photography – Anna Ihland
Product manager – Travis Ott
Copy direction – Martina Platte
3-d Animations – The fakery studio