I wanted to create a stronger connection between Specialized, its riders, and the places they ride. Using real local riding data, I developed a custom heat map system highlighting the most-ridden routes in communities around the world. The system gave retailers a simple way to bring a local lens to their stores, connecting the brand and products to the places riders know and love.

I designed the original maps for Boulder, Costa Mesa, Ireland, and Düsseldorf, then developed a flexible system and guidelines that allowed local markets to create their own maps while maintaining a consistent visual language.

My Role: Strategy, Concept Development, Graphic Design, Design System