Brief: to shift the identity of DHB from a value oriented cycle apparel brand to a great sportswear company with community, enjoyment and innovation flowing through every aspect of the brand.Following a period of extensive customer research, testing and re-evaluation of the brand's vision, a new set of core values were devised to direct all future design and brand communications.The name DHB, initially crafted as a fusion of the founders' names, was re-interpreting it to ‘Don't Hold Back’, a guiding philosophy to embody the brand's attitude and ethos.
Logo re-design: to harness the brand’s hard earned recognition, I evolved the DHB logo, placing clarity, functionality, and impact at the forefront of each design choice.
