Jagger Moore
Writer & Brand Marketer


Specialized is made by riders, for riders—no matter their experience, income, or body type. We helped Specialized evolve the brand to be more inclusive of all riders with a distinct tone and visual identity rooted in their established DNA.  

We created a variety of assets under the “I Am Specialized” platform, including an entirely new brand book for internal use. 

In nearly every bike lane in the world, you’ll see some version of a man riding a bicycle painted on the ground. Booooooo!

We reimagined the symbol to better represent all riders. 

CW: Jagger Moore
AD: Jake Peterson
CD: Wes Phelan
CD: Matt Edwards