Tour de Tietema set out to disrupt the cycling world, making it more accessible, inclusive, and connected. Their identity challenged the unwritten rules of the sport, prioritizing real experiences over podium finishes. The brand had to balance playfulness with professionalism, without ever feeling elitist.

Together with Jasper Bunschoten, I shaped the original visual identity and developed a wide range of assets, from cycling kits and bike designs to merchandise and digital expressions. The style invites self-expression and challenges tradition, celebrating the everyday cyclist by weaving community stories into the design.

In 2025, Tour de Tietema turned into The Rockets, a new chapter built on the same rebellious spirit. I was part of this rebranding as an art director, evolving the visual system while staying true to the brand’s core values and tone of voice.