FRAMEWORKS
In today’s digital age, teenagers are spending increasing more amounts of time on screens and indoors, leading to a decline in outdoor activity among the next generation. Imagination and hands-on play is what I aimed to achieve with this new, exciting and fresh brand collaboration. By mixing LEGO who spark creativity and imagination within my targeted audience, and Whyte a British mountain bike brand promoting exploration and new high-quality design. This project is an event where young people can come and build mountain bikes using parts and then decide how they want to go down the slope. Their own design, their own way.
The brands are very different but realising that bikes are just parts put together like LEGO parts is the key. The seaming big gap between brands has now become an idea that sparks and endless imaginative play, outdoor activity with problem solving and physical adventure for teens. Leaving a space for something that feels both exciting and empowering for young people to build their own adventure.
The logo takes inspiration from the blocky, modular character of LEGO and the sleek, engineered precision of Whyte’s mountain bikes. The chosen name, Frameworks, subtly reflects both the structural building aspect of LEGO and the high-performance frames of MTB design. Visually, the branding leans into a clean, constructed aesthetic—bold, geometric, and purposeful—mirroring the hands-on creativity of the event.
In the supporting visuals, all the mountain bikes are deliberately pixelated, echoing the digital feel of LEGO bricks and symbolising the limitless possibilities of imagination. Despite the pixelation, the essential form of the mountain bikes remains recognisable—blending playfulness with performance, and reinforcing the idea that anything you can imagine, you can build.