Designing the Future of Cycling — Branding & Art Direction for an Innovative Cycling Computer.

Absolute Cycling is reshaping the way we ride with its innovative cycling computer, The One™. Designed to enhance every ride, The One™ blends advanced technology, sleek design, and intuitive UX/UI to deliver unmatched navigation and performance insights. Based in the Netherlands, Absolute Cycling aims to redefine the standard for cycling computers with a focus on precision, ease of use, and reliability.

What a ride it's been

Since the early days of Absolute Cycling, I’ve been involved as their graphic designer, helping to build and define their brand. From designing the logo, selecting the typography and color palette to establishing a consistent visual identity. One of the major highlights of this collaboration was a successful Indiegogo crowdfunding campaign, for which we developed all campaign materials for the visual presentation alongside a talented team.

In 2024, after years of dedication by the Absolute Cycling team, The One™ finally launched! A product of this magnitude demanded a compelling online presence, so we teamed-up with U-Digital to create the website. Our focus was on the presentation page, featuring sleek renders by Supermassive and an engaging breakdown of the product’s unique selling points.

The branding extended beyond digital platforms to physical deliverables. From The One™’s packaging to cycling jerseys and water bottles, every element was designed to enhance the brand’s premium, innovative feel.

The visual identity was also carried through into The One’s app and head unit. This included implementing the brand’s color scheme, typographic choices, and designing icons for navigation and the user interface, ensuring a seamless and intuitive experience for cyclists.

In 2024, we produced a commercial to celebrate the launch of the The One™. The film focused on the essence of cycling—not just as a sport, but as an experience of freedom, rhythm, and discovery. With dynamic visuals and a powerful narrative, the commercial highlighted the connection between rider, road, and technology, showcasing Absolute Cycling's mission to elevate every cyclist’s journey with innovation and style.