Shimano XTR

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Shimano XTR


Shimano XTR


  • Branding
  • Advertising
  • Web Design


Aug. 2014

Performance at the
Highest Level
—Shimano XTR

Race and trail components

In the highly competitive bike component industry Shimano XTR tops the list. XTR is known for consistently taking the bike arena to a whole new world. While navigating the most unforgiving terrain, riders are assured that when equipped with XTR they will be led to the bottom of the hill with unparalleled performance.

We created a visual system & style guide, global ad campaign and website to showcase this state of mind and the world of XTR. This project was guided by a simple mantra — “Never Second Guess Your First Instinct” — emphasizing that with XTR you can put your faith in your gear and your mind toward the trail.

The X

The X logo is at the core of the XTR brand and only changes every half decade. We are honored to create the newest edition of the the signature X.  Sharp, sleek and strong—this mark was rendered in 3D for versatile use in all digital applications, print & dimensional packaging.

The Web

We took a futurist approach to designing the website for XTR. Dark, simple and technical—this site allows the clean lines of the components to be the star.


We transformed the landscapes of action sports photographer Sterling Lorence into the dark, unforgiving world of XTR.

Heads Up

The XTR 360 Experience microsite allows users to access and toggle 360 video of their favorite race and trail athletes as they make their way down the hill. The goal of this site was to showcase new tech and act as marketing tool used at trade-shows that integrated with Oculus VR. We created a heads up display look and feel to merge the campaign with the technical filming style. Try it out here.