The earth is not flat.
ROCKSHOX, A COMPANY OWNED BY SRAM ASKED US TO POSITION THE BRAND AND DEVELOP THEIR NEW PRODUCTS CATALOG FOR THE 2007 MODEL YEAR OF FRONT AND REAR SHOCKS.
Our first task was to develope a tag line to be used across the board on their advertising campaign (which we also did), as well as all collateral materials.
“The Earth Is Not Flat” led us to visually materialize the catalog “footprint” to represent not only the concept of the tagline, but also the product benefit of their “first to market" bike shocks. The cover is a multi-level emboss of the terrain where the products are tested, and the pages are individually die-cut to resemble the cliff side.