Tieni Duro embodies cooperation, dedication, and leadership; developing holistic student-athletes and exceptional young men and women through cycling.
After 17 years, Tieni Duro needed to clarify its brand and establish an image that represented its values in a cohesive and exciting way.
Dynamic stripes pay tribute to the team’s Italian racing heritage, emphasizing form and speed.
High-visibility colors, a motif throughout Tieni Duro’s history, have new purpose: increase rider safety while symbolizing the organization’s core values.
A design language was developed across scales and levels of complexity, from box-like vehicle wraps to a clothing kit made from dozens of pieces.