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Black Line

Apparel Design

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My Role: Designer

Timeline: 1 week

 

Tools: Illustrator

This project involved designing a custom T-shirt graphic for Black Line, a new clothing brand focused on creating high-quality, performance-driven apparel for mountain bikers at an accessible price point. The brand was founded by riders who were frustrated by the lack of affordable gear that met the technical demands of serious mountain biking. The challenge was to create a production-ready design within a one-week timeline while capturing the client’s vision for a technical, Pacific Northwest–inspired aesthetic. A custom topographic illustration inspired by the Cascade mountain range was developed, resulting in a design that reflects both the brand’s identity and the region’s rugged riding culture.​

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Demographic

Black Line MTB primarily targets mountain bikers aged 18–40, ranging from passionate weekend riders to competitive racers. The audience is predominantly based in the Pacific Northwest and other trail-rich regions, where technical riding and outdoor culture are central to their lifestyle. These individuals value high-performance gear that’s both durable and affordable, and they’re often involved in the broader MTB community—participating in group rides, races, or trail maintenance efforts. Sustainability, function, and rider-designed credibility matter to them, and they’re drawn to brands that reflect the grit, progression, and freedom of life on the trail.

Mood Board

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Sketches

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© 2024 by designsbyilona

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