IDENTITY SYSTEM FOR A NEW PUBLICATION
Outside Inc
C A S E S T U D Y
Start-Up MTB Publication
A full brand identity and creative direction project for BETA MTB, an all-new mountain bike publication launched under Outside. The project included art direction systems for print, digital, social, and motion content designed to establish the brand from day one.
An all-new mountain bike publication built from the ground up for the modern MTB audience.
The Challenge
Launching a new media brand in mountain biking meant competing against deeply established publications and highly opinionated audiences. The challenge was creating something that felt instantly credible while still feeling fresh, modern, and new.
The Approach
Drawing from years of experience in mountain bike editorial design and storytelling, the creative direction balanced the legacy feel riders trusted with a cleaner, more modern visual system built for today’s multi-platform media landscape.
Issue Trailers
Execution
Full brand identity system, print art direction, website design direction, social media rollout, motion graphics, animated issue launches, and long-term visual playbooks developed for both internal teams and ongoing publication growth.
Outcome
BETA MTB launched with a cohesive visual identity across print, digital, social, and video — helping establish the publication as a credible new voice within mountain bike media from day one.
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