Shimano XTRProject Info
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.