Developed a comprehensive packaging design and visual identity system for the release of the Hayes Dominion hydraulic mountain bike brake.

Created a new logo mark to complement the existing logotype—adding symbolic depth and aligning with the Dominion name’s themes of authority and control.

Defined a visual direction that blends engineered elegance with high-performance aesthetics, reinforcing the product’s advanced capabilities.

Designed supporting assets including iconography, layout systems, and typography that adhered to brand standards while evolving the visual tone.

Delivered a cohesive identity system that reflects the product’s elite positioning and speaks to control, precision, and rider confidence.

Executed all visual and packaging design using Adobe Illustrator and Photoshop.