:: FLINT CUSTOM BICYCLES IDENTITY
Lachlan, a friend and colleague, set out in 2013 to make a name for himself as a master bike builder. Without a design budget set aside for the start-up, Adam offered his services pro-bono.

 

Working with a smaller client involved overcoming some preconceived notions about identities. Lachlan was convinced his business should be named ‘Bespoke’ or ‘Revolution’, and had firm ideas on what his logo should look like.

 

Adam conducted an interview with Lachlan to establish a clear brief, which brought forth the themes passion and personal. He also analysed the competition to show Lachlan that he needed an identity that would stand out, not blend in. “I convinced Lachlan to use his surname ‘Flint’. It was the perfect name and evokes an image of metal-works, and sparks and flames are great metaphors for passion. The name also adds a personal connection,” said Adam. When it came to the logo, Adam understood its need to work in the real-world as a head badge, not just an icon on a page. He designed a shield in the shape of a flint, and tilted a medieval ‘f’ to conjure up images of movement and craftsmanship.

 

Naming, logo, broader visual language .