Project Bike is a bicycle shop in Bend, Oregon, offering a wide range of bike gear and services. I saw an opportunity to refresh their branding, establish a clearer throughline in the creative direction, and create a logo that felt more connected to the overall identity.

My goal with the art direction and design was to stay true to the brand’s minimalism and focus on biking, while tailoring the visual narrative to fit the city’s high desert aesthetic and resonate with their active and outdoorsy audience. 

The updated logo preserves Project Bike’s original wing icon while refining it to feel more bike-centric and playful.