First Gear Flyers

First Gear Flyers

Client: Specialized Bicycle Components

Art Director: Simon Dunne

A unique little pocket book (8x6") created for the Specialized First Gear initiative. The book aims at encouraging kids to ride their bikes more often. inside is a series of games that help kids develop essential bike skills and ultimately build their cycling confidence. 

The illustrations borrow the narrative/visual language of video games to make the activities more familiar to kids in the digital age. Building a world around the series of activities was an attempt to mirror real life with a bit of fantasy, encouraging live action role-play.

Coast.jpg
shadows.jpg
scavenge.jpg
onadime.jpg
Sprint.jpg
beanie.jpg
BalanceBeam.jpg
slowrace.jpg
Celebration.jpg