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    When Advanced Sports bought the Oval Concepts bicycle component brand in 2008, the need to update the image and inject more visual appeal into th… Read More
    When Advanced Sports bought the Oval Concepts bicycle component brand in 2008, the need to update the image and inject more visual appeal into the product was instantly addressed. As the sole designer on this project, my job was to communicate the fit and functional aspects of the components that, in turn, create a better faster rider. Oval Concepts is a brand with a complete line of aftermarket and OEM (original equipment manufacturer) components including wheelsets, handlebars, seatposts, saddles, brakesets, cranksets, headsets, hubs, all of which span the cycling disciplines of track, road, mountain, triathlon, and cyclocross racing. Read Less
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Oval Concepts Rebranding
The rebirth of a performance bicycle component brand
Graphic Design, Art Direction, and Brand Identity

When Advanced Sports bought the Oval Concepts bicycle component brand in 2008, the need to update the image and inject more visual appeal into the product was instantly addressed. As the sole designer on this project, my job was to communicate the fit and functional aspects of the components that, in turn, create a better faster rider. Oval Concepts is a brand with a complete line of aftermarket and OEM (original equipment manufacturer) components including wheelsets, handlebars, seatposts, saddles, brakesets, cranksets, headsets, hubs, all of which span the cycling disciplines of track, road, mountain, triathlon, and cyclocross racing.
New logomark getting up to speed in the competitive bicycle industry
Decal wrap for handlebar stems. Right, top and left side rollover views. The wrap concept drives home the idea that Oval, while making advancements in the product, is also rethinking graphical approaches. Since stems can be installed at a positive or negative degree angle, the challenge was to maintain readability and brand recognition on both sides, while at the same time pushing the visual appeal.
Not all products warranted the wrap concept due to concealment once other components and necessities are added. The road handlebars extend the visual language but due to labor costs and the fact that most graphics will be hidden once brake levers are mounted and handlebar tape is applied, a second tier, simplified and streamlined art application was developed.
Oval mountain bike saddle with second tier graphics
A Fuji Gran Fondo road bike complete with Oval Concepts colormatch OEM components
Handlebar packaging. This is a universal solution for all Oval Concepts handlebars; only the 850 mountain bike handlebar is pictured. Red is used as the identifier of all carbon material componentry.
Stem packaging. Open window concept allows the consumer to touch the product, but the dealer does not have to remove it from the box. Repeated opening and closing could damage the box, resulting in the appearance of aged and possibly outdated product inside.
Product detail page for the website with rollover states for next and previous page shown
 Aftermarket components digital catalog