The DirtLove was the first bike for YT industries, the launchpad for the brand in 2008.
In 2023 they relaunched the platform, developing a new Aluminium version in collaboration with slopestyle rider Erik Fedko. I worked alongside the R&D and Brand teams at YT to creat these colour and decal concept designs based around types of Dove.
Not only did the Dove fit perfectly with ideas of arial expertise, flight and grace on a bike, it connected those qualities with the deeper cultural associations of unity, respect and peace. It was pure luck, and the cherry on the conceptual cake, that the original name could be abbreviated to reveal the word D'ove.
Not only did the Dove fit perfectly with ideas of arial expertise, flight and grace on a bike, it connected those qualities with the deeper cultural associations of unity, respect and peace.
