Crankbrothers

Crankbrothers had already trusted me with their digital experience — so when it came time to launch something truly first-of-its-kind, they came back. The product was Synthesis, a groundbreaking carbon steel wheelset engineered with distinct design features for the front and rear wheels — a first in mountain biking. The challenge was making that innovation legible, not just impressive.

My approach centered on giving riders the ability to toggle between front and rear specs, revealing how each wheel was purpose-built to help bikers control and adapt their ride across any terrain, in any condition. The design made the engineering the story — layering technical detail into an experience that felt as dynamic as the ride itself. Synthesis launched to wide acclaim, and in doing so, made mountain biking history.