MY25 CRAFTY CARBON

After years of success and helping a once small brand rise to the global stage, the Crafty was set for a major update in features, and its design needed to evolve accordingly.

Season	2025
Category	Model Year
Role	Full Design
URL	Visit Site

The first time I got to work on something truly crucial for the brand was with the Crafty. It wasn't just another bike; it was the bike, the most iconic model, arriving at a moment of market uncertainty. We knew we couldn't afford to fail, not for the brand and not for the community that lives and breathes eMTB./n/nWe chose to break the mold. The public wanted more, and we delivered. We bet on the future without losing sight of our roots, pushing the collection's identity to its absolute limit. The result was a resounding success, not only in sales but in setting a clear direction for what's to come.

BOLD BY DESIGN

As part of the MY25 theme, we explored a new direction to further differentiate the product, and the Crafty had to reflect that vision. We focused on a bold, unapologetic design presence that clearly set it apart from the competition.

FORM-DRIVEN GRAPHICS

The graphics were designed to follow the bike's natural lines, enhancing its silhouette and sense of motion. Every color break, decal, and gradient was placed with intent — to complement the frame's shape and highlight its performance character.

SIGNATURE FINISHES

Finishes became part of the storytelling. Metallics, fades, and texture contrasts added depth and exclusivity, turning each colorway into its own personality within the same design language.

The 2025 Crafty Carbon was a project that pushed me to balance creativity with precision. It challenged how far a graphic concept could go while staying true to a brand's identity. From early sketches to final paint approvals, it was a hands-on process that taught me the value of collaboration, control, and trusting instinct./n/nMore than a design exercise, it became a reminder of how every detail can shape the personality of a product.