A side project that blends two passions
I was (and still am) passionate about cycling. Besides riding, I competed in triathlons for several years. I was deeply immersed in this world and saw an opportunity there. Well, to cut the story short, the business didn't go much beyond the first import batch. I didn’t have enough knowledge or maturity to take on all the responsibilities of an operation like this. But I gained invaluable lessons for my career.
From user research to understanding whether my desires and needs as a cyclist resonated with the majority, I conducted surveys, interviews, and informal conversations (often while on a bike), analyzed competitors, supply chains, and business models. These were the first steps that further motivated me to realize this idea. The possibility became increasingly clear.
It was a project filled with mission, vision, and values—aligned with a niche and a specific consumer profile. The phase of conceiving the visual identity and creating the brand elements was a delight. It had been my specialty for years.
The product itself
The customization and photography of the products were done with great attention to detail. My goal was for the brand, even though new to the market, to inspire a sense of trust and quality from the start. Carbon wheels (before the widespread use of disc brakes on road bikes, that is, around mid-2018) had always been a highly questioned item due to the overheating of the braking surface. This side area, which is in direct contact with the brake pads, generates the friction needed to reduce speed, resulting in high temperatures (which, in low-quality products, could cause the base resin to melt and deform the product—a dangerous situation!). These wheels were different. I had tested them myself for three consecutive years, in adverse weather conditions, training day after day, and competing in national and international events. A perfect combination of efficiency and durability.
Final thought
Unfortunately, good design alone doesn't sustain a good business. A network of intelligence and skills is necessary—that’s a fact. At the time, some partners had to step away from the operation. It was impossible to continue. I’m happy with what we accomplished. I’m proud to have created a brand that represented everything it needed to represent, caught attention wherever it went, and still holds up, with visual appeal and aesthetics that work even 8+ years later.
This is my greatest goal as a designer: to deliver brand value and ensure that my clients’ investments stand the test of time.