I was heavily involved in the creative direction and launch of Hunt Bike Wheels’ highly anticipated Sub50 Limitless, a wheel designed to be one of the fastest on the market. As part of Hunt’s premium aerodynamic range, this wheel represented a major step forward in both performance and innovation. My role spanned from early-stage design work - developing bold, high-impact visuals that reflected the speed and engineering behind the product, to shaping the visual identity of the launch itself.

I worked closely with the product and marketing teams to create a cohesive campaign across print, digital, and social, helping to build hype around a wheel that had been eagerly awaited by the cycling community. The launch not only highlighted the technical excellence of the Sub50, but also pushed the brand’s visual language into a more progressive, performance-driven space.