Trek Visual Brand Language Sculpture: 2013

Trek reinvented its mountain bike line in 2008 with technological leaps and bold new styling.  It was time for a refresh going into 2013.  This is the form concept for the Trek brand visual language; An emphasis an light/technical/agile.

Sketch concepts. The final form needed to clearly represent a bike, but needed to be just abstract enough so that it wasn't taken as an actual frame design.  

Nearly finished CAD Concept.  This was completed in 2011 - this project was 'extra curricular' and took the next year to complete the physical model.

Graphics were critical in giving the sculpture texture, as well as pushing the theme of 'electronic integration - the concept therein had to appear highly technical.