Creating a Design Language

éNATOMY

RESEARCH. BRAND. CONCEPT. COMMUNICATION

Joining In 2015, Cervélo already had the strong reputation for aggressively aero-driven racing bikes, identifiable by their unique forms. My first task as the Industrial Designer was to discover a design language that could create a consistency across the product line, whilst maintaining a level of engineering freedom, and the brand’s existing innovation leadership in the eyes of the cycling community.

We called the language “éNATOMY; a reference to the organic nature of its design methodology.

Cervélo’s team of designers came from all different skillsets and backgrounds, all brilliant in their own way, but often divergent in aesthetic tastes. My task was to teach and encourage the use of éNATOMY to the point where anyone involved in the design process could apply without aid, or outside communication.