RaceFace, a recognized high-end manufacturer of “cool” mountainbike components came us to develop a branding “mark” for their stems, bottom brackets, seat posts, etc.. After going through various versions of a “race face”— the intense concentration that riders assume before a race, we focused on a glaring eye enveloped by a stylized shape based in their patented bottom bracket spline sytem (Isis). The “eyecone” has been successfully applied to components, clothing, P.O.P., and advertising with extremely positive consumer response.