Trek Visual Brand Language Sculpture: 2013

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  • Trek reinvented its mountain bike line in 2008 with technological leaps and bold new styling.  It was time for a refresh going into 2013.  This is the form concept for the Trek brand visual language; An emphasis an light/technical/agile.
  • Sketch concepts. The final form needed to clearly represent a bike, but needed to be just abstract enough so that it wasn't taken as an actual frame design.  
  • Nearly finished CAD Concept.  This was completed in 2011 - this project was 'extra curricular' and took the next year to complete the physical model.
  • Graphics were critical in giving the sculpture texture, as well as pushing the theme of 'electronic integration - the concept therein had to appear highly technical.