A self-initiated spec concept for an e-bike brand repositioned around fashion, design and culture. Strategy: the territory “Motion as Style” treats the bike as a designer object, closer to a sneaker drop or a watch than a gadget. Audience: urban, design-literate 22–38s. Proposition: the e-bike for people who dress for the ride. I defined the positioning, tagline routes and visual language, then art-directed the campaign imagery: brutalist architecture, editorial styling, monochrome with one signal orange. Imagery produced with an AI-assisted workflow and graded as one system.
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A self-initiated spec concept for an e-bike brand repositioned around fashion, design and culture. Strategy: the territory “Motion as Style” treats the bike ...
