Challenge: Being a Fietssport member comes with many benefits; those benefits were previously represented as icons on their website. We wanted to bring those advantages to life! They needed to be illustrated in a practical way, yes, but also in a way that paid homage to the sport: exciting, fast and with lots of depth and movement.

Solution: Our vision was to make the online cycling world as profound as the real one. Moving the icons to illustration was a great first step, but why stop there? To be able to transform the icons to an illustration style that really embodied the depth and passion seen in the cycling world, we teamed up with Calvin Sprague of Union Haus (for style and composition) and Sonal Jadhav (for 3D processing).

Result: Using the colours and elements of the Fietssport identity, we have created seven illustrations that show the many advantages of being a Fietssport member. On top of this, and of equal importance, we paid tribute to the cycling sport. A sport and a brand to be proud of.

Art / concept Direction : Marten de Jongh

2D illustration : Calvin Sprague

3D illustration : Sonal Jadhav