Visual Design
Brand Management
What is beyondCX?
BeyondCX is a cyclocross team based in Easthampton Massachusetts. It consists of riders who love their bikes, love the sport and love being a little unexpected.
“Please feel free.”
The Team...
beyondCX is a team characterized by grass-roots ambition and unwavering dedication to the sport. I wanted to carry this sentiment in to the design of the team jersey without sacrificing the aesthetic and brand recognition that was built up in the previous season.
bCX founder and team rider Ben Frederick in 2015 team kit.
Fredrick after taking third place in the 2015 DCCX men's elite race.
bCX at the 2015 Cyclocross National Championships.
One major stumbling block when designing a team kit is incorporating sponsor logos. It's a lot like designing a webpage with advertisements. Bare minimum is to place advertisements (or logos) so that they do not interfere with the usability or function of the product. My goal was to integrate these sponsorship logos into the design of the kit in such a way that they would add to the impact and overall aesthetic. This was particularly difficult as the team sponsors and sponsorship terms changed multiple times during the design process.
Jersey Design...
Pulling from the branding guidelines of the previous year, I designed a kit that kit that is impactful, divergent, and stands out in the starting lineup. I also had to keep in mind transferability of this design to merchandise: shirts, caps, beanies, etc. This consideration led to the blue/black/teal/white/red stripe that pulls the kit together. This simple design detail can be applied in a wide range of merchandise, both subtle and overt.
