Blaze Visual Identity and Guidelines            Season 1516
Role: Design and Brand Direction
Design: James McNaught and Rūta Paškevičiūtė

Upon joining Blaze, I updated its positioning, personality and visual identity basing it around the notion of cycling’s inherent simplicity. I directed and oversaw the refinement of all visual elements and defined new assets and guiding principles resulting in a new brand book. These guidelines informed every brand asset created at the company and served as a reassuring foundation when Blaze had to rename years later due to a name trademark challenge.