Brand identity and a product concept for a gravel cyclist who rides off the trail to see what's out there - and photographs what everyone else skips.

Jędrzej rides gravel. Not the marked trails - off them, into mud, overgrowth and deep forest. He carries the whole kit and sleeps in a hammock in the woods. He rides Podlasie and the Knyszyn Forest, shoots it on analog film, and built one of his bikes himself. He posts it all as Co tam jest.

"Co tam jest?" - what's out there. Three things had to live in one mark: the bike, the road, and a question mark for the pull of the unknown. Holding all of it in one shape was the hard part.

Pencil first, then Illustrator - the part of the craft AI doesn't replace. The answer: a question mark drawn by the rider's own path. One shape, three meanings. The concept landed fast. For a personal brand, the only test that matters is the person recognizing himself in the mark.

One emblem, made to live where his rides do - left stuck to the places he reaches. Two sticker variants, a signet for small sizes, and a full social set, all from the same mark. A mini brand book in Figma holds the color and type tokens plus logo rules, so every file exports clean with or without me in the room.

The identity opened a bigger idea - an app that maps his rides around the places he finds. Pull a route from Strava, pin each photo where he shot it, and you get a guide to what's out there: the spots off the trail, checked by someone who actually went. Distance and speed are footnotes. The terrain is the story.

I ran the work through my own AI studio, a set of agents I direct like a team. They did the legwork: a design-system foundation, kit-mockup prompts, an app build plan with integrations, an internal tool to configure OpenTopoMap, and a motion storyboard. I ran it like a board. AI executed, I made every call.

Full case study and visuals: https://kulesza.io/projects/whats-out-there