TREK BICYCLE
Bicycle Product
Graphics
In 2009 Trek was introducing it’s line of Women Specific Design (WSD) bicycles. Although the frames and components were designed specifically for female riders, the graphics tended to mimic the men’s models, only in softer blue or light pink color ways. Spotting an opportunity, I spoke with other female riders. Leveraging marketplace insights, I pitched a new graphic concept for the 2009 WSD Lifestyle bicycle line.
After conducting trend research (yes, I took a field trip to Barneys!), I conceptualized the line using graphic cues and illustrative styles inspired by modern fashion designers. Leaving the standard light pink in the past, I elevated the line's palette to current fashion color stories. I illustrated the frame graphic patterns, selected paint colors, and developed custom debossed saddles and leather grips for the WSD Hybrid and Navigator models. I managed graphic production across a team of in-house designers and collaborated with Trek's Chinese manufacturing vendors on prototyping and final frame and component production.
RESULTS
My WSD Lifestyle line had an overwhelmingly positive response at their launch at the Trek World trade show. Trek continued the concept and the transformation has been key in achieving YoY sales growth in the female lifestyle market.
BICYCLE MODELS
Trek's WSD 7000, 7100, 7200 and 7300 Hybrid/Pavement Lifestyle Bicycles. Trek WSD Navigator 3.0, Navigator 2.0 and Navigator 1.0 Lifestyle Bicycles.
