Specialized Bicycles
Stumpjumper &
Stumpjumper EVO
A dream project for me, the Stumpjumper name is synonymous with mountain biking at this point, and its heritage adds a huge level of importance both inside and outside of the Specialized brand. Although most of the following work is a cohesive marketing campaign, I also helped out with the actual graphic design of the frame colorways. I pushed the idea of leaving blocks of the frame as raw carbon and focusing on beautiful colors.
specialized.com/stumpjumper
specialized.com/stumpjumper-evo
Art Direction of Studio Photography and Experience Photography
Branding & Differentiation between the Two Bikes
Photography Editing / Retouching
Web Experience
Retail Displays
Print & Digital Ads
Promotional Items
Frame Colorways
The biggest challenge for this launch was nailing the visual differentiation between the two bikes, and communicating the "Golden Age of Mountain Biking" theme that was the big idea behind the launch film, as well as "The Ultimate Trail Bike" slogan that speaks to the Stumpjumper family as a whole. The EVO model became the innovation tentpole for the family, catering to more aggressive riders, while the traditional Stumpjumper worked to communicate the aspirational nature of the trail bikes and the transcendent experiences to be had aboard.
Stumpjumper Product Photography. The regular Stumpjumper is an all-around trail bike, so I directed these shots to portray the forest floor, the bikes' natural habitat.
Stumpjumper EVO Product Photography. The EVO model is suited for riders who are more focused on the descent, so these product shots spoke to the feeling of having perfect control in the midst of chaos. Junkyard rowdiness. Oh yeah.
A selection to show all the parts that go into a cohesive digital experience. Web pages, emails, digital ads in all kinds of sizes, news site takeovers, and more.
Technical Diagrams - Explaining suspension kinematics, adjustable geometry, and a new sizing system.
24" x 36" Shop Posters - Technical info for shop employees
A front and back of a large lightbox retail display used to help customers decide between the two models. The regular Stumpjumper display is more aspirational, speaking to the experience of the bike and where it can take you. The EVO lightbox is focused on tech, because that customer is interested in the adjustability geometry of the bike and knows the technical terms.
Stumpjumper Large Scale Window Banner
Stumpjumper EVO Large Scale Window Banner
Stumpjumper Print Ad - Spread
Stumpjumper EVO Print Ad - Spread
Stumpjumper Promotional Items. These spoke to the idea of constant progression in trail bikes while also giving a visual nod to the forest floor motif with the tree/arrows.
Stumpjumper EVO Promotional Items. This was based off of the idea of visually saying "Send it" in a non-obvious way.