Division 1 Bicycles

Project Background
Division 1 Bicycle Shop was a full-service bike shop in Austin, Texas, specializing in custom builds, high-quality parts, and repairs. Catering to both cyclists and commuters, the shop was a welcoming and friendly environment for the local biking community. I needed to craft a brand that matched their ethos while standing out in Austin’s competitive market.

Objective
The guiding principle for the branding was captured in a simple phrase I kept underlined in my notes: “High-end, but tough.” The goal was to balance a polished aesthetic with a sense of durability and approachability.

Design Concept
I developed simple, streamlined visuals that reflected the shop’s dual identity as both a premium provider of custom bikes and a community-oriented space. The branding emphasized clean lines and minimalism, evoking precision and quality, while maintaining a friendly, accessible tone.

Execution
The input from the Division 1 team played a pivotal role throughout the design process. Their insights ensured the branding authentically captured their identity and resonated with their audience.

Impact
The final brand successfully conveyed Division 1’s “high-end, but tough” ethos. The visuals enhanced the shop’s professional image while maintaining its welcoming vibe, strengthening its connection to the local biking community. The result was a cohesive brand that supported Division 1’s mission to serve cyclists and commuters alike.