Art direction and design for the Specialized Tires brand. Tires had long been a part of Specialized’s history,
but the time had come for a new message in the marketplace. Enter “Your Ride Depends on This” - a brand book centered around the contact patch of two tires. (Literally on a center-based grid) It captured the stories, the technology and spotlight of current offerings. The printed book was launched with a digital companion viewable online / mobile. Special effects such as the soft-touch cover, gave a true to life rubber feel and a nod back to the subject matter.