Projects
About
Bontrager wordmark
Updating for a new era
ROLE
InstigatorChampion
Art direction
Implementation
TYPOGRAPHIC DESIGN
okaytype.com
CHALLENGE
Give a significant update to the brand’s wordmark for the first time in its 33 year history.
APPROACH
I identified the opportunity and sold the project to senior management. I then identified a talented typographer and provided creative direction for the new design. Finally, I shepherded the introduction and implementation globally across all consumer touchpoints.
Impact
BRAND DESIGN
The new wordmark design brought it into alignment with the contemporary brand, as well as the logomark which had recently been changed due to a legal challenge.
APPLICATION
The new proportion improved the wordmark’s visual weight and product graphic application opportunities.
Beyond the basics
INITIATIVE
I identified the opportunity and sold it to senior management.
DESIGN OPS
I worked closely with many partners to ensure a smooth implementation of the new wordmark globally across B2C and B2B 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
Lüm app
Lüm app
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
Bontrager wordmark
Updating for a new era
ROLE
InstigatorChampion
Art direction
Implementation
TYPOGRAPHIC DESIGN
okaytype.com
CHALLENGE
Give a significant update to the brand’s wordmark for the first time in its 33 year history.
APPROACH
I identified the opportunity and sold the project to senior management. I then identified a talented typographer and provided creative direction for the new design. Finally, I shepherded the introduction and implementation globally across all consumer touchpoints.
Impact
BRAND DESIGN
The new wordmark design brought it into alignment with the contemporary brand, as well as the logomark which had recently been changed due to a legal challenge.
APPLICATION
The new proportion improved the wordmark’s visual weight and product graphic application opportunities.
Beyond the basics
INITIATIVE
I identified the opportunity and sold it to senior management.
DESIGN OPS
I worked closely with many partners to ensure a smooth implementation of the new wordmark globally across B2C and B2B 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
Lüm app
Lüm app
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
Bontrager wordmark
Updating for a new era
ROLE
InstigatorChampion
Art direction
Implementation
TYPOGRAPHIC DESIGN
okaytype.com
CHALLENGE
Give a significant update to the brand’s wordmark for the first time in its 33 year history.
APPROACH
I identified the opportunity and sold the project to senior management. I then identified a talented typographer and provided creative direction for the new design. Finally, I shepherded the introduction and implementation globally across all consumer touchpoints.
Impact
BRAND DESIGN
The new wordmark design brought it into alignment with the contemporary brand, as well as the logomark which had recently been changed due to a legal challenge.
APPLICATION
The new proportion improved the wordmark’s visual weight and product graphic application opportunities.
Beyond the basics
INITIATIVE
I identified the opportunity and sold it to senior management.
DESIGN OPS
I worked closely with many partners to ensure a smooth implementation of the new wordmark globally across B2C and B2B 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
Lüm app
Lüm app
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.