25 Years of Fun

When Electra turned 25, we threw it a (fun and awesome) party. I led the art direction for a celebratory campaign spanning the identity, photoshoot, catalog, digital experiences, and limited-edition products. Inspired by the masking process used to create our bike graphics, I developed a flexible visual system built around a living logo of shifting color, imagery, and movement. The campaign brought together Electra’s playful spirit with the craftsmanship, heritage, and community that shaped its first 25 years.

—Art Direction
—Campaign Development
—Visual Identity System
—Editorial Design
—Digital Design
—Lifestyle Styling

(Photography) Brian Kuhlmann
(Creative Direction) Robin Vallaire

Inspired by the masking process behind our bike graphics, I created a living, moving logo that evolved across every touchpoint.

Archived photographs of our founders, hand-done craftsmanship, and shop culture became the heart of the campaign.

We extended the anniversary identity across customer giveaways, branded events, web experiences, and limited-edition merchandise,  creating a celebration our customers could take home with them.

Our heritage bike. I drew inspiration from two and a half decades of the brand to create a bike that felt fresh and bold with a hint of nostalgia. '93 is a nod to our founding year, 1993. Featured in Forbes. 

I love sustainability focused bikes, and Page was no exception. Inspired by an ethereal play of light and stone in Antelope Canyon, each scene captures the dreamlike shift as the eye travels from the depths of the canyon to the sun-lit cloudscape. With color as the focus, we perfected every paint chip to evoke the canyon’s dramatic yet serene splendor. 

For the photoshoot, I helped shape an ethereal visual world rooted in nostalgia, exploration, and the joy of riding. We paired on-location photography (from the beach to the city) with studio portraits layered in projected imagery, weaving together the places, eras, and stories that inspired each collection.

Rather than a seasonal mailer, we treated the catalog as a keepsake celebrating Electra's past, present, and future. Archival storytelling, expressive layouts, and Komori printing elevated it into an object designed to be collected long after the bikes left the showroom.

© Kait Comunale 2026