Haro Citizen
Haro’s high end carbon frame built for elite BMX racers needed a refresh. It needed to convey stealth and speed, with simplicity and boldness to allow the Haro branding to be easily legible when in motion.
Using Haro’s heritage chevron logo as a starting point we created angular forms that give a sense of movement, combined with semi abstracted typography reminiscent of a digital stopwatch display. The play between positive and negative forms creates visual interest and balance.
The contrast of the raw black carbon frame against the die cut graphics allows the frame to be coloured in multiple ways. The pink version is the signature colourway for USA Olympian Brooke Crain.
SUICIDE PREVENTION
Brooke Crain lost her father to suicide. To help raise awareness and to honour Brooke’s father - Todd Crain, we created a Citizen frame in the purple, turquoise and navy colours of the Suicide Prevention ribbon, with matching race kit.
The frame carries Todd’s initials and the telephone number for the suicide hotline. This custom bike made Brooke a talking point at every race meeting, enabling her to directly connect to other athletes and boost suicide prevention awareness in the high pressure environment of elite racing, as well as to the fans watching from around the globe.
Utilising her stage as an Olympian, Brooke talks openly about her father, and how even the strongest can struggle sometimes. An honest insight showing that we’re all vulnerable and there’s no shame in asking for help.