SRAM XX

Sram designs, engineers, and builds some of the best cycling components in the industry. In 2009 they were about to launch the XX gruppo; their first complete component groupset for the mountain bike category. While working at JDK, I co-led the design and direction of the creative platform for this new product line.

Our work included concept direction, photo / art direction, typography styling, copywriting / copy direction, print collateral design, and digital design direction.

 

Print : Launch Catalog

Not only was this Sram’s first full groupset for mountain riders, it was the first full line that would incorporate design, technology, and collaboration from all four brands under the SRAM umbrella [Sram, Rock Shox, Avid, and Truvativ].

The creative direction focused on the “exponential” increase in performance gained from combining the expertise of each brand.

It also had a double meaning…  as it hinted toward the unique mathematical approach taken to create the industries fastest shifting drivetrain.

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Alternate Concept : Future. Perfect.

Our alternate creative direction took a more science & engineering focus to highlight another first for this groupset…

it would be the lightest full groupset on the market (by a significant margin).

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By taking a holistic and innovative new approach to the entire system Sram was able to make a product that was lighter and faster than any other competitor, and in doing so, redefined the market from that point on.

2x10 would be the new future of the XC mountain world. 

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