GIANT Product Graphics
2011
Art Direction, Graphic Design, Illustration
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.
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.
- GIANT Bicycles
2010-2011 Helmet Line
13THFLOOR - • GIANT Bicycles' Overall Helmet Sales increased 20% with the new line graphics by 13THFLOOR
- GIANT 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.13THFLOOR presented trend analysis by category and working closely with their product line manager, who also had a good pulse on competitive trends in design and color, developed a plan of attack for the full range of designs required. Each helmet category is a different riding experience for each customer, and requires a thorough knowledge and understanding of what that particular segment of bicyclist can relate to. To use (or not use) patterns, texture, multi-color or more subtle and monochromatic color, is all dictated by rider demands and industry trends. Then by dimensionally visualizing and executing the wrap of the graphics to the character of each helmet- the lines, surface area, venting and details (visor, mouthpiece, trim, liners, vents and straps) the helmets begin to come alive. All of these considerations combine together and evolve through each stage of proto-typing to finally create the "perfect storm."
Concept, design, illustration and production files were all created by 13THFLOOR.Check back in September of 2011 to see the new line of designs developed by 13THFLOOR for the 2012 GIANT Helmets product range. 
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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 -
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.Branding, 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
