A style that always places the cyclist at the centre point.

Client: Cortina Agency: Lemon Scented Tea Creative director: Jan Boch & Tim den Dam Creative/design: Felix Leenders & Gijs Lammers DTP: Straight Premedia Client Team: Joske den Engelsen

Insight: Young adults want their identity to be accepted by society, so they end up following others to find themselves. That pressure creates a monoculture, dragging people, cities and even bike brands into the same sea of sameness.

Strategy: We positioned Cortina as the rebellious, trendsetting bike brand for young adults who follow their own path. Original as you: not chasing trends, but riding intuitive, circular and unapologetically themselves, just like the people who ride them.

Idea: We translated that story into a flexible graphic system built around an invisible axis. The subject always defines the centre point, while colour blocks, titles and copy move around it, keeping the style fresh and young.