Mountain Equipment Co-op — Branding

Mountain Equipment Co-op (MEC) is one of Canada’s largest outdoor retailers, helping people enjoy the benefits of self-propelled wilderness-oriented recreation. MEC required an overall design direction and logo/graphics package for their line of bicycles, a completely new product line MEC developed and produced.

In terms of bikes graphics, the MEC-brand bikes needed to look unique, and be easily differentiated from the lower quality entry-level and mid-level bicycles carried by competitors such as Canadian Tire, Costco, and Wal-Mart. The look and feel should not only convey MEC's brand qualities of outstanding value and quality, but also a sense of accessibility as these bikes are primarily aimed at the average bike buyer and rider. The graphics should get noticed and have a distinct appeal while complementing the existing MEC logo/brand.

Switch United proposed two design styles to differentiate the two main types of bikes – urban and road/mountain – and appeal to their respective target markets.

For the urban models, we suggested a playful, illustrative West Coast style. Hand-drawn graphics convey an easy-going, non-technical approach to riding which fits well for the target market of more casual riders who primarily use the bikes to get around town. Presenting the bikes as fun, accessible, and cool was a priority, and this creative approach gives the bikes a hip look without detracting from MEC’s focus on product function and performance. Tone on tone colour palettes add interest while keeping with MEC’s traditional product look.

For the mountain and road bike models, we recommended a bolder, more geometric approach. The strong lines and solid, contrasting colour blocks of these designs fit well with MEC's other product offerings. This look has a slightly more technical edge, with graphics sizing and placement accentuating the design and contours of the different bikes frames in this category. Higher-end performance models boast multiple colours and additional racing-style details.

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Role
Concept, Art Direction, Design

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Recognition
Graphex Award Nomination
Graphex Award Judges' Choice Award
Finalist Design Edge Award
Applied Arts Design Winner

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Studio: Switch United / MEC In-House
Client: Mountain Equipment Co-op
Creative Director: Blair Pocock / Judy Snaydon
Project Manager: Tim McDermott
Illustrator: Ian Hoffmann
Photographer: Sterling Lorence