Show above, as it applies to the actual bike frames.
The VBL concept started with a set words. Words that resonated with specific riders. It was evident that we needed to tune VBL to more closely address customer desires; Mountain bikes are not just mountain bikes. There are key categories represented by a multitude of riders that each have specific functional needs from their products. Words that worked visually were sketched, sketches were modeled into sculptures that represented products for two distinct riders - the racer and the person out for the rush.