Wild started as a reapplication of a depreciated MOTO–Enduro–MTB brand identity system, and our engagement quickly pivoted into an entirely new Art Direction rollout. Our audience was primarily middle-aged casual riders who desired to get back into the game after being exposed to bike culture in their childhood. Capturing their attention was easy, all we had to do was match their energy. So, we focused our creative decisions on exploring the “inner wild” of the body and the outer wild of the outdoors. We leveraged the positioning of brands like Monster, Red Bull, KTM, Fox, and Cannondale as inspirations to our creative process. Overall, we hoped that Wild would be received as a 90s love-letter to bike-racing. Wild is purely an invitati