Princeton Carbon Works
Working with Princeton Carbon Works has been a particularly rewarding opportunity for me, both as a designer and as an avid cyclist deeply connected to the culture and performance side of the sport. Princeton Carbon Works is internationally recognized for producing some of the most advanced high-performance road, gravel, and track wheels in cycling, trusted by elite athletes, including riders from Team INEOS and competitors at the Paris 2024 Olympics.
My collaboration with PCW focused on designing a series of limited-edition wheel decal systems that blended performance aesthetics with bold, contemporary visual storytelling. Each design required balancing brand consistency, visibility at speed, and the unique personality of special edition releases within the cycling community.
In addition to the limited-edition wheel graphics, I also developed custom decal designs for an exclusive episode produced by Global Cycling Network, where the host attempted to break the world record for the number of U.S. states crossed by bicycle in a single day. The project merged endurance sport, storytelling, and product design into a highly visible piece of cycling media viewed by audiences worldwide.
I also designed a series of trade show signage graphics for PCW that were displayed on TRMNL e-paper displays during industry events and activations. The signage system was designed to communicate wheel specifications, performance features, and product highlights quickly and clearly within busy event environments. Visually, the pieces leaned into a retro-futurist aesthetic that combined technical precision with bold typography, minimalist layouts, and high-contrast graphic treatments inspired by both motorsport and early digital interface design.
Contributing creative work to a brand so deeply respected within professional cycling has been an exciting intersection of personal passion and design practice, allowing me to create work that resonates both visually and culturally within the sport.