Vans and Cult BMX are two brands embedded in the BMX culture.

'Never Fade' was the collection's concept. And for better representing it, we developed visuals for the "fading" effect. We explored low-fi digital techniques, resembling the punk/zine universe – with an eerie touch. Transforming the photo essay into a visual fight against fading. The BMX riders resist the fading. Through lifestyle. Through performance. And, of course, through the product collection.

We aimed for a strong visual impact. But keeping the brand's aura. So we developed the new Franklin Gothic BMX. An update to the official Vans typeface: Franklin Gothic. This made the visual identity even more unique.

Mostly populating the digital realm, the identity was also transformed into printed matter. Of course, nothing could fit better this aesthetics than a zine. And each page of it can become a poster for the BMX community.

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