25 Years of Fun

On Electra’s 25th anniversary, I led the art direction for a celebratory campaign spanning the identity, photoshoot, and catalog, web, and beyond. The visual system needed to capture the brand’s bold, colorful personality while remaining simple and flexible. Inspired by the masking process used to create our bike graphics, I developed a living logo built from shifting blocks of color, imagery, and movement. The system evolved across platforms while staying true to Electra’s playful, expressive spirit.

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

(Photography) Brian Kuhlmann
(Creative Direction) Robin Vallaire