Building a brand that keeps cycling sacred


Velominati, an online cycling community, needed a brand strong enough to support their vision – to maintain and protect the purity of cycling.

When developing the Velominati brand, I ensured the original vision of the community would be maintained throughout the ideation, conceptualization and design process. The identity was designed to be flexible for applications to a variety of mediums and objects such as a team uniforms, glassware and bicycle components. We wanted to maintain a reverence for the past while not constraining an outlook on the future. When developing the logo, I used a cycling cog as a protective spiked wall around the first letter of the brand name as a way to reinforce the slogan “Keepers of the Cog.” The identity color system is a modern interpretation of the well known and renowned professional cyclist Eddy Merckx’s classic Molteni cycling team colors from the early 70’s. The diagonal striped pattern is a direct reference to the diagonal hazard warning stripes found in european and american roadway signage. Indirectly, the stripes function as a reference to a jet engine turbine when presented in circular configurations.



Project Type

• Brand Identity
• Website
• Product
• Promotional Items


• Creative Direction
• Art Direction
• Graphic Design
• Interaction Design
• Interface Design

Karsten is very easy to work with; his attention to detail, sense of humor, and collaborative nature make working with him an absolute pleasure.
— Frank Strack, Founder, Velominati

Brand Identity

Brand Identity


Cobbled Classics Tour Promo Items

Fantasy Cycling Identity Badge System

Fantasy Cycling Identity Badge System

Racing Kit

Racing Kit

Website Homepage

Website Homepage