Ascend / Creative Direction

Ascend
Adventure Bikes

Creative direction for a new bicycle line, spanning
identity, photography, retail and digital.

Bass Pro Shops was introducing a new bicycle line under its existing Ascend brand, with styles for a wide variety of riders. I led creative direction across identity, photography, in-store signage and digital creative. The existing Ascend logo provided the starting point, with a new visual system and campaign developed specifically for the bikes. The work extended from establishing the visual identity to showing the bikes in use and presenting them across retail and digital channels. Together, these elements gave the bicycle line its own visual expression while maintaining its connection to the broader Ascend brand.

My role: Creative direction
Identity · Photography · Retail · Digital
Context: New bicycle line
Bass Pro Shops · Ascend