Sr. Graphic Designer
Fox Racing
At Fox, I work as a senior-level designer on the brand creative team, creating culturally-relevant product launches and athlete storytelling in the mountain biking and motocross worlds. Fox has an explorative lens for their product graphics, which lends itself really well to boundary-pushing visual designs and event activations.
How I contribute to the team:
Creative Ideation
Brand Design
Photography Direction
Design Direction
Typography
Photo Treatment
Design Production
Collaboration with Other Designers
Campaign Highlight
Dropframe
The recent launch of the Dropframe Pro helmet was rooted in the idea that a little bit more protection in a helmet offers up a whole new way of seeing your ride. To communicate this, we leaned into slightly psychedelic visuals and expanding warp alterations to the type.
Concept brainstorming and copy ideation
Photo direction and on-set for riding shoot as art director
Photography of some textural assets
Shot selection
Type design
Design and layout of all print and digital marketing assets
Campaign Highlight
Speedsuit
For Fox's 50 year milestone, they broke years of tradition by developing a one-piece speedsuit for motocross racing. I developed the visual design language for this campaign involving heavily treated photography and an illustration inspired by the Vitruvian Man. The goal was to build hype and mystery around the project while securing Fox's place as the key innovator in the motocross apparel and helmet spaces.
Photography treatment
Design and layout of all print and digital marketing assets
Vitruvian illustration
Campaign Highlight
Crossframe
+ Ascent
The launch of the Crossframe helmet and Ascent apparel line was Fox's first foray into the world of cross-country mountain bike racing, something I'm very familiar with from my experience racing. I chose to pursue an ultra-technical approach, inspired by engineering drawing and the obsessive approach towards data and specifications that performance-minded riders crave.
Design ideation and direction
Photo treatment
Line drawings of helmets and apparel
Design and layout of all print and digital marketing assets
Below is a selection of other graphics from product launches, sale messages, and brand campaigns, all aimed at staying in-tune with our audience and celebrating the cultures of mountain biking and motocross.
