ELEMENT + "ICONS" Series
2011
Branding, Graphic Design, Illustration
ELEMENT owner Johnny Schillereff asked us to create a series of logos for for their legendary team riders BAM Margera, Mike Vallely, Bucky Lasek and Chad Muska. This special edition graphic will recognize them as ICONs among the sport. Each design will be placed on the top of the deck. Each one expressing the uniquely different riders personalities, beliefs and styles. Each ICON also had to make use of the ELEMENT tree icon as well as feel like a series that could be built upon with future riders. Below are our final logo designs, ad concepts, product graphics and web application. We were super stoked to work with Johnny, Yvette, Todd, Mark and everyone at Element.
- ELEMENT
"ICONS" Series13THFLOOR - ELEMENT co-founder Johnny Schillereff asked 13THFLOOR to create a series of logos for for their legendary team riders, BAM Margera, Mike Vallely, Bucky Lasek and Chad Muska. This special edition graphic recognizes them as ICONS among the sport. Each design will be screened on the top of the deck in each applicable rider series.
It was important for each design to effectively express the uniquely different riders personalities, beliefs and styles. For example, ELEMENT ICON BAM digs the winged creatures of the night we call bats and is notorious for his medieval decorating flair involving creepy castles and trippy old-world heraldry.
Each ICON also had to make blatant use of the ELEMENT tree logo as well as work as an obviously cohesive series that could be built upon with future riders. We were super-stoked to work with Johnny, Yvette, Todd, Mark and all the good peeps at ELEMENT.Below are final ELEMENT ICONS Team logo designs, print ad campaign concepts, web application and product graphics. 
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Having worked with BELL on many projects, one of the Creative Directors, who's been a fan of 13THFLOOR, was inspired after seeing some of our recent work. He thought it would be cool to feature the style of 13THFLOOR on BELL product.
Super-stoked to oblige, we'd been working on some trippy illustration explorations for ELEMENT, X GAMES and Harley-Davidson and thought this vibe of art would be rad for this helmet model. This particular style of art is something we've been toying with- gargoyles and hauntingly grotesque embellishments that grow from and into each other, like fire belching velo-demons at your heels and a banshee howling in your ears, torquing every drop of lactic acid out of your burning quads as you flee down the slope toward the finish line and freedom.
The idea for the complete helmet graphics wrap was to build this design around the screaming skull merging into some nice speed lines that wrap front to back along with a hardcore black-on-bone / metallic gold and a slice of red zap to punch up the gonzo. This combination of art and graphics captures the stoke and tells the story of the adrenaline that white-knuckling downhill is all about.Art Direction, Graphic Design, Illustration2011 -
Giant Bicycles came to 13THFLOOR to bring their global helmet product line a more progressive, timely and relevant graphics update. From their downhill helmet, high end mountain bike and road lids through jr's first melon bucket we did the entire run.
We presented category and trend analysis and working with their product line manager developed a plan of attack for the range of designs required. Concept, design, illustration and production files were all created by 13THFLOOR.Art Direction, Graphic Design, Illustration2011 -
Art Direction, Graphic Design, Illustration2011 -
We are stoked to know that our graphics are being ridden by a former UCI World Champ (and one of Eric's favorite riders) legend Bubba Harris. For the 2012 ENVY flagship frame for SUPERCROSS BMX owner Bill Ryan asked 13THFLOOR to do what other companies won't...put expressive, artistic and unique looking graphics on this $500+ race only frame. The challenge of having to use their existing font added to the pressure. While most brands opt for clean sharp edge stripes we took a more personalized + artistic approach.This is all we have for product shots right now. As we get more we will l post them...now it's time to ride.Graphic Design, Art Direction, Design2011
