Role: CD, Design, Copy, Strategy
THE HIGHEST SAFETY SCORE IN THE WORLD
A Vancouver-based startup, BiaGuard, created a revolutionary safety design that is disrupting the cycling world. Their latest helmet achieved the highest safety rating ever recorded. But a high score means nothing without a product or a story. I helped define both. A brand and product experience grounded in their vision for a new evolution of helmet design and approach to protection.
From naming through visual identity and brand mission, I led the development of two distinct but connected brands, along with the staging and launch of an e-commerce platform. One for the go-to-market helmet brand, PIKIO. The other for its proprietary internal safety system, OBLIK.
Two distinct but complementary brands, built to work as one system. Enter PIKIO. Powered by OBLIK.
From naming through visual identity and brand mission, I led the development of two distinct but connected brands, along with the staging and launch of an e-commerce platform. One for the go-to-market helmet brand, PIKIO. The other for its proprietary internal safety system, OBLIK.
Two distinct but complementary brands, built to work as one system. Enter PIKIO. Powered by OBLIK.
HELMET IDENTITY
PIKIO, short for picchio (Italian for woodpecker), draws from the bird’s evolved skull, a natural blueprint for the helmet’s internal design. That influence shaped a bold, modern identity rooted in asymmetrical balance and off-kilter geometry. Structured, but unexpected.
SAFETY TECH IDENTITY
OBLIK, pronounced oblique, is the proprietary system inside the shell. Its wordmark is built within an ovular container, referencing orbital paths and the rotational and linear forces it’s designed to manage. A flexible system that scales across placements while remaining clear and recognizable.
COMBINED BRAND VIS ID / DNA
PIKIOLABS.CA
MORE WORK