The challenge: to create a NEW brand-compliant design for the team’s jersey.
The first step in creating a new design for the team of riders was speaking with the group. Creating a dialog with the team was a way for me to better understand the cause, the riders and what it meant for each of them. After speaking with them, I offered three unique design concepts and allowed them to share their likes and dislikes. From there, the team chose one concept and working with them I incorporated their feedback in a final design. The design process represents the group’s first step in working together as a team. From there they would go on to solicit sponsorships and train together for the big day!
Team members had a clear idea of how they wanted their jersey to look in response to the jerseys they had seen previous years. They wanted to stand out amongst the sea of riders in a brightly colored jersey, while avoiding red (the prominent color of their friendly, yet rival competitors). Of six corporate colors, I chose to use BASF’s orange, light blue and light green because the Bike MS brand uses a similar light blue and orange color palette. I wanted the two entities to tie into one another, and display their symbiotic relationship. Additionally, the 2015 design was used as an opportunity to include the Corporation’s 150th anniversary, which is what inspired the slogan that year (150 years, 150 miles). The transparent background image was used to pay subtle homage to BASF’s strong chemical association, but also represents the connectedness of the company, its employees and community. Using a gradient technique the three colors melt into one another. Ombre and color melting were beginning to appear in apparel design that year, and I wanted the jersey to be on trend to feel less like a corporate design and more fashion forward. Lastly, I created a biker in negative space and placed the rider haphazardly on the jersey to contrast against all the bright colors. The overall design feels fun and energetic, yet also feels very much like BASF.