A complete identity for a mountain bike shop.

The Inside Line needed a complete visual identity system that better reflected both the personality of the business and the level of professionalism behind its service. With approachability and premium service as key traits, the identity needed to feel friendly and distinctive without losing credibility.

A dog carrying a pedal wrench became the central brand symbol — a playful way to express both helpfulness and expertise. Dogs are naturally associated with friendliness and loyalty, and the idea of one running alongside a rider on the trail, ready to help when needed, captured the approachable service experience the brand wanted to convey.

An eclectic visual style was developed to appeal to The Inside Line’s customer base and give the brand room to stay fresh over time. A colourful, custom geometric pattern became a key part of that system, creating consistency across the identity while still allowing for variety in how it could be applied. That flexibility was especially important for a brand that would need to work across jerseys, apparel, merchandise, signage, and other applications over time.