25 Years of Electra

✦ brand identity
✦ art direction
✦ layout design

25 Years of Electra

✦ brand identity
✦ art direction
✦ layout design

25 Years of Electra

✦ brand identity
✦ art direction
✦ layout design

25 Years of Electra

✦ brand identity
✦ art direction
✦ layout design

25 Years of Electra

✦ brand identity
✦ art direction
✦ layout design

On our 25th year, we decided to create a campaign of celebration. I created and directed our brand identity, photoshoot and catalog with our unique voice and spirit in mind.

The goal of the identity mark was to capture the bold and colorful personality of the brand, while keeping the design minimal.

Taking inspiration from the masking of our bike design process, I created a living logo constructed of color blocks - that capture imagery, color and movement through a myriad of platforms - as an homage to the fun and ever-evolving feel of the brand.

I approached our annual catalog as a book of artistry and heritage. Our team crafted a brand story that builds upon our rich history of fun and artistic expression and ends with a teaser into what lies ahead.

Each spread was designed to pay homage to the brand's artistry. We incorporated Komori printing as well as accordian fold-outs to elevate the catalog from a mailer to a piece that our customers can be inspired by and treasure for years to come.