Between 2009 and 2011, SGD developed three unique designs for Highroad Sports, the management company of one of the best cycling teams in the world at the time, and one of the most successful teams in history. Each design was bold and impactful and was a point of influence in a trend in cycling apparel in the years that followed. Each design tied in themes related to the sponsors and to the underlying philosophy of the team. The colors carried through as a unifying and identifiable element from year to year and became a signature of the program.

The Highroad kit designs were one component of a complete Brand Development, including: promotional materials, vehicle branding, fan website, helmets, press invites and media presentations.

photos: © TDW Sport


Brand Development
Apparel design: kits, helments, accessories
Promotional design

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