MEC launched a line of house-brand bikes to encourage Canadians to get active. Their entry-level commuter bikes needed a distinct look.


The commuter bikes were designed to make riding feel accessible and fun. We hired illustrator Ian Hoffmann and agency Switch Interactive to come up with a perfect solution.


The new MEC bikes were a big hit. Sales exceeded expectations and have led to a broader range of models today, some of which continue to use the original design. The graphics won a Judge’s Choice Award at the 2010 GDC Graphex Awards.


Mountain Equipment Coop