CeramicSpeed
Company: CeramicSpeed
Role: Design Lead
Team: Design, Engineering, Marketing, Sales
Tools: Sketch, InVision, After Effects, Premiere Pro, Photoshop, Illustrator
CeramicSpeed specialises in hybrid ceramic bearings for sports and industrial applications, making a name for itself by crafting award-winning cycling components ridden by some of the world’s most famous athletes.
I joined the company in 2017 to overhaul the brand’s visual language and spearhead design across the group. Our priority was to address the underperforming e-commerce platform; working with users, stakeholders and engineers to deliver an improved, considered and intelligible experience.
Leading design and creative direction of the Danish cycling brand.
The launch of the new website provided an opportunity for a brand refresh; introducing a company-wide approach to design.
For many years, CeramicSpeed struggled in its visual identity. It knew who it was, but it couldn’t quite figure out how to communicate that consistently to customers.
Founded in Denmark, the brand’s personality is naturally Scandinavian, characterised by simplicity, minimalism and functionality. So our language became quietly confident with an emphasis on a bold typographic style to communicate clearly and with purpose, permeating every aspect of the brand’s identity.
Having this holistic view meant we could get back to basics with a strategy that’s rooted in the company’s heritage.
During the web redesign, we introduced a new corporate typeface called Px Grotesk; a classic sans serif that’s modest, versatile, and full of unique qualities. This update paved the way for further development to nurture an identity that reflected the company’s past, present and future.
It allowed us — for the first time — to speak with one voice; from the website to packaging, in multiple languages and to different audiences. In some ways, this small, but significant change, sparked new conversations about design.
This mutual understanding of the identity encouraged creative thinking and motivated teams to build character and have fun.
We streamlined processes by doing away with countless versions of PDF guidelines that nobody could keep track of, in favour of an online brand hub that was easy to access and easy to implement. A new colour swatch or asset can now be updated and shared with a click of a button.
