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Built a brand that treats its bicycles like aerospace components.
No lifestyle. No lycra. No athlete posing in golden hour.
Just a cassette at 80mm, annotated like a patent drawing.
A fork crown dissected like a medical device.
A full bike in true side elevation — submitted for technical review, not admiration.
LATRO° — urban cycling gear for city commuters who refuse to look athletic.
The whole identity lives in one tension:
the city is a system. your kit should read like one.
Case study dropping tomorrow.
—
Weldone man well thought out
Amazing
Extra cool!
Nice!
Outstanding!
The network for creativity
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Why is everyone turning their logos into disco balls? 🪩
Spotify’s anniversary stunt works because it’s rooted in their DNA—it’s music, it’s celebratory, and it’s meant to be temporary. But turning every other logo into a disco ball just to chase a trend? That misses the point of brand identity.
I started thinking: If I were on the Claude design team and tasked with exploring this 3D/skeuomorphism trend, how would I approach it? I wouldn’t force a disco ball. I’d lean into their core identity: refinement and precision.
Meet the "Gem of Wisdom."
I reimagined the Claude mark as a precious gemstone—tactile, multi-faceted, and premium. By treating the logo as an object of value rather than just a flat icon, I wanted to bring it into a space that feels tangible and intentional.
Process: I used Gemini to generate the initial assets and video iterations, focusing on achieving realistic light refraction and depth.
👇 Do you think brands should blindly turn their logo into a disco ball to jump on a trend, or should they adapt the core concept to fit their own unique identity?
For fun, I guess 🤷🏻♂️
Got to do a little motion for this Alpinestars piece, for the Limited Edition Black Hole LE Collection featuring all-new Supertech Gear, SM10 Helmet, Tech 10 Boots and Supertech Goggles are available now on their site.
Thanks Russ Koza for bringing me on board, super neat project.
strong work, was this shot practically?
ERP design sounds boring until you realize it’s where product logic, business operations, and user psychology collide.
Here’s how we designed a fashion ERP SaaS platform from 0→1 MVP to 1,211 hours of product evolution: Check it out
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