Mavic • 2015
A digital design proposal combining product performance, branded content, and e-commerce into one cycling experience.
Overview
MAVIC was a digital redesign proposal developed as part of a joint venture with Publicis Group agency Diplomatic Cover. The overall pitch was not won because of the business and budget proposal, but the design direction was strongly received and won the creative side of the competition. I worked as a freelance designer on the digital identity concept, producing a complete visual and interface direction in a very short timeframe.
The proposal translated MAVIC’s performance DNA into a sharper digital ecosystem: homepage, product landing pages, listings, product pages, branded content, athlete stories, video, commerce, and navigation. Built around MAVIC’s iconic yellow, dark interface structures, technical grids, aerodynamic shapes, and product-led storytelling, the work remains relevant years later because it connected performance, content, and commerce into one coherent cycling experience.
Role
Art Direction, UI Concept Lead, E-commerce Concept Design
Disciplines
Digital Identity, Art Direction, UI Design, E-commerce Concept, Branded Content Strategy, Editorial Design, Navigation System, Visual System
fig. The homepage concept positioned MAVIC as a performance brand first — combining product range, ride selection, editorial content, and commerce in a single high-impact entry point.
Visual language
Iconic yellow, dark UI structures, aerodynamic crops, and product-focused compositions created a digital identity that felt technical, fast, and unmistakably MAVIC.
Branded Content
The proposal treated content as part of the brand system, using athlete stories, race footage, and product narratives to connect performance technology with cycling culture.
fig. The identity is focused on a proud and loud declaration celebrating the project’s significant local engagement in a borough that prides itself in deep-rooted authenticity.
Although the overall pitch was not awarded, the design direction won the creative side of the competition — a fast proposal that still holds up as a coherent digital brand system.
WHAT CHANGED
The proposal reframed MAVIC’s website as more than a product catalogue. It imagined a digital ecosystem where performance products, athlete stories, technical content, video, and commerce could work together. The visual direction gave the brand a sharper digital attitude: technical but not cold, premium but not precious, fast but still structured. Even years later, the proposal still feels contemporary because it was built around a clear system rather than a passing web trend.
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