Projects
About
Trek technology marks
Communicating the technology and innovation in cycling products
ROLE
Instigator
Art direction
Visual design
Icon design
CHALLENGE
Trek’s Bontrager brand possessed an unbranded, ad hoc, de facto technology mark system with no strategic basis, design consistency, or design guidelines.
APPROACH
I created a robust design system to facilitate the ongoing design of icons to describe product technology, usable across all consumer touchpoints including print, packaging, web, and product graphics.
Impact
BRAND TOUCHPOINT
These marks became a branded, ownable touchpoint communicating technology in Bontrager products.
FOR SHOPPING
Consumers could quickly understand technology value in products, enabling informed shopping up and down categories and across competitive brands.
F0R SELLING
Retail employees gained a built-in “cheat sheet” on product and packaging to help in their selling processes.
Beyond the basics
HOLISTIC CUSTOMER EXPERIENCE
The impetus for the project was product graphics applications—I expanded and refined it to work across all B2C and B2B brand touchpoints.
UX/UI
Ride Club
Ride Club
Retail digital hub
Retail digital hub
Consumer choice
Consumer choice
Mobile lab UI
Mobile lab UI
AI chatbot
AI chatbot
ART DIRECTION
U. of Wisconsin HELP
U. of Wisconsin HELP
Liquid Freight
Liquid Freight
Technology marks
Technology marks
Trek packaging
Trek packaging
Bontrager wordmark
Bontrager wordmark
ABOUT
Me
Me
Testimonials
Testimonials
©2025 JB
THINK HARD. DESIGN EASY.
Projects
Projects
About
About
Trek technology marks
Communicating the technology and innovation in cycling products
ROLE
Instigator
Art direction
Visual design
Icon design
ROLE
Lead UX and UI designer
CHALLENGE
Trek’s Bontrager brand possessed an unbranded, ad hoc, de facto technology mark system with no strategic basis, design consistency, or design guidelines.
APPROACH
I created a robust design system to facilitate the ongoing design of icons to describe product technology, usable across all consumer touchpoints including print, packaging, web, and product graphics.
Impact
BRAND TOUCHPOINT
These marks became a branded, ownable touchpoint communicating technology in Bontrager products.
FOR SHOPPING
Consumers could quickly understand technology value in products, enabling informed shopping up and down categories and across competitive brands.
FOR SELLING
Retail employees gained a built-in “cheat sheet” on product and packaging to help in their selling processes.
Beyond the basics
HOLISTIC CUSTOMER EXPERIENCE
The impetus for the project was product graphics applications—I expanded and refined it to work across all B2C and B2B brand touchpoints.
UX/UI
Ride Club
Ride Club
Retail digital hub
Retail digital hub
Consumer choice
Consumer choice
Mobile lab UI
Mobile lab UI
AI chatbot
AI chatbot
ART DIRECTION
U. of Wisconsin HELP
U. of Wisconsin HELP
Liquid Freight
Liquid Freight
Technology marks
Technology marks
Trek packaging
Trek packaging
Bontrager wordmark
Bontrager wordmark
ABOUT
Me
Me
Testimonials
Testimonials
©2025 JB
THINK HARD. DESIGN EASY.
Projects
Projects
About
About
Trek technology marks
Communicating the technology and innovation in cycling products
ROLE
Instigator
Art direction
Visual design
Icon design
ROLE
Lead UX and UI designer
CHALLENGE
Trek’s Bontrager brand possessed an unbranded, ad hoc, de facto technology mark system with no strategic basis, design consistency, or design guidelines.
APPROACH
I created a robust design system to facilitate the ongoing design of icons to describe product technology, usable across all consumer touchpoints including print, packaging, web, and product graphics.
Impact
BRAND TOUCHPOINT
These marks became a branded, ownable touchpoint communicating technology in Bontrager products.
FOR SHOPPING
Consumers could quickly understand technology value in products, enabling informed shopping up and down categories and across competitive brands.
FOR SELLING
Retail employees gained a built-in “cheat sheet” on product and packaging to help in their selling processes.
Beyond the basics
HOLISTIC CUSTOMER EXPERIENCE
The impetus for the project was product graphics applications—I expanded and refined it to work across all B2C and B2B brand touchpoints.
UX/UI
Ride Club
Ride Club
Retail digital hub
Retail digital hub
Consumer choice
Consumer choice
Mobile lab UI
Mobile lab UI
AI chatbot
AI chatbot
ART DIRECTION
U. of Wisconsin HELP
U. of Wisconsin HELP
Liquid Freight
Liquid Freight
Technology marks
Technology marks
Trek packaging
Trek packaging
Bontrager wordmark
Bontrager wordmark
ABOUT
Me
Me
Testimonials
Testimonials
©2025 JB
THINK HARD. DESIGN EASY.