services

Brand Strategy
Identity Design
Campaign Design
Custom Image Generation Tool
Video Production

Leveraging Chaos to Reimagine a Bold Brand

A pioneer in the sport of mountain biking, RockShox is accustomed to controlling chaos and high stakes competition, but when marketshare started to shift towards more youth-focused competitors, they needed to evolve. The Owen team created a purpose-built brand platform along with a flagship campaign for the BoXXer fork that captured the confidence, relentlessness, and guts that have landed RockShox riders at the top of trailheads and podiums for decades.

A series of outdoor posters on a wall featuring mountain biking: a black and white photo of a biker on rough terrain with 'EAT UP BIG TERRAIN' text, a close-up of a helmeted Red Bull rider, a rider jumping over a canyon with 'START AND FINISH AT THE TOP' text, a bike suspension fork image, and a Red Bull biker in full gear with 'FOR THE ONLY GOLD THAT MATTERS' text.

Advertisement for BoXXer mountain bike fork featuring a close-up red fork on the left and a full view with technical details on the right, set against a rocky terrain background.

Refreshed Brand, Voice, and Tone

The visual language of the brand paired the science of the sport with the spirit of mountain biking, weaving digital topography into dynamic graphical elements. Our next focus was to equip RockShox with a visual system flexible enough to be used beyond the initial BoXXer campaign.

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a custom image generator

Working in collaboration with RockShox’s team, we designed and developed a signature image generation tool that output “Flow Fields,” mimicking both the rush of speed and the calm intensity of navigating mountainous terrain.
This Flow Field system allows RockShox to continue creating distinctive patterns that infuse the energy of mountain biking into every brand touchpoint.

Getting Lost in the Blur

When it came to photography, our goal was to put RockShox’s audience behind the handlebars and into a fast downhill race via strategic visual cues. We used tight shots of riders’ eyes at the starting line to their capture raw, preparatory focus, then paired those shots with motion-blur imagery from the descent to convey speed, adrenaline, and pure athleticism.

Tablet displaying a mockup of the RockShox website, featuring a mountain biker in mid-air and a red BoXXer suspension fork.

Results

RockShox's new brand blueprint keeps them consistent while leaving room for their raw energy and wild spirit.

RockShox