25 years of jumping stumps breeds a mountain bike legend. Vehicle chronicles the fat tire revolution.


Like the rings in a tree stump, we tell the story year by year
When the owner of Specialized Bicycles saw Sole Provider, the book we designed to commemorate 30 years of Nike basketball, he tracked us down and asked us to design a book celebrating the 25th anniversary of the Stumpjumper, the first ever commercially produced mountain bike.
We collaborated with writer Mark Reidy and waded through decades of archives to gather the best elements to tell the rough-and-tumble story of the birth of mountain biking through the saga of the run-away success of the industry. The design of the book is scrappy yet functional, reflecting the qualities of the earliest incarnations of the Stumpjumper. From hardtails to full suspension, this 128 page chronicle of the Stumpjumper legend has become a bible of mountain bike history, is printed in 7 languages, and distributed to a worldwide audience.

Project Scope

Research & Insights
Strategy & Positioning
Print & Packaging
Messaging & Content
Brand Voice / Tone
Creative / Art Direction