The role of an artist, at least in my case, is to create images that become a part of a brands story and history. Images that will hopefully contribute to a brands legacy.
Images that help fuel sales in the short term and help define a brands values in the long term. This is not done by creating pictures that just solve current marketing objectives, those are the trees. This is done by taking the forest view. Stepping back and seeing the brand through the eyes of its users and the emotional connections that exist there. This is done by inventing images that resonate so strongly with the brands consumer there is no doubt of its truth. Images that are obvious, maybe. Insightful, hopefully. Inspiring, motivating and honest, always. This is work that is done over time. It’s not a just a project or an assignment but for an artist like myself, this is a mission. —
Early in the year of 2020 we were hit with the Covid-19 global pandemic, it’s still here. But instead of pulling back, as many companies did, Donn Kellogg, owner of Donnelly Cycling contacted me and set me forward with the task of creating images for the Donnelly Cycling Brand. A small company by some standards with an owner that juggles lots of things and wears lots of hats — but a company with a very, very large heart.
Donnelly Cycling’s’ primary objective is to conceptualize, design, create and deliver the best cycling products in the world. This is done through a core network of designers, thinkers and riders who are all committed to innovating products for the perfect ride. Every day Donnelly strives to deliver the highest level of performance, superior construction and unparalleled reliability in every single product they produce.
The Cycling Art you see here represents many hours of conversation and collaboration with Donn and his team. If you know Donn, you would know how important his dog Montana is to him, a brand mascot of sort. Montana now lives on in this work, an inseparable part of the Donnelly story. Other elements exist throughout the work that are relevant to the Donnelly story, the shape of the mountains, where their logo draws inspiration from. The cows in the fields on the gravel image, all a part of the stories shared by the brand. And of course the fans at a cyclocross event, where for Donnelly Cycling it all began.
I’m a very lucky man to do what I do for a living, telling stories and sharing emotions through the images I create. Hopefully some of those images stick around and become handed down inspiring the next generations of cycling fans and enthusiasts.