FIG. 01 — Wes Moore BMX Brand Identity, branding, 2025
Client
Wes Moore
Year
2025
Scope
Identity · Stickers · Website
Milestone
First Sale
Wes Moore had been restoring and building BMX bikes for years, turning a childhood obsession into a creative pursuit. The opportunity was bigger than selling bikes: build a brand around the people, ideas, and stories that make each custom build personal — something with the range to work on a bike, a T-shirt, a sticker, or a website, without looking like another parts company.
The Idea
→ The brand needed to feel built, not manufactured.
Wes came to the project with a typeface he wanted to use for the name. I reworked it into a custom typemark, turning the two O’s in “Moore” into mag wheels — a literal detail that ties the identity back to the bikes themselves. The wheel motif carries into the typography everywhere the letter O appears, including the URL itself: even the O’s in wesmoorebmx.com are built from the same wheel shape.
The full system runs on four primary marks — a stacked wordmark, a horizontal wordmark, a compact “WM BMX” lockup, and a standalone wheel icon — plus two badge variants that wrap a “Custom BMX Builds” ring around either the full wordmark or the compact lockup.
Two color systems run across the whole set: a warm gradient running red to orange to yellow, and a neutral gradient running black to gray to white. The typemark holds up in both directions — a brand meant to wrap around builds that range from bold and loud to something quieter.
FIG. 02 — Brand Marks
FIG. 03 — Color Palette
FIG. 04 — Steelers Custom Build
The Website
The website is built around the same idea as the business itself: share a theme, collaborate on the details, build something personal. It walks customers through four stages — share a theme, collaborate on the design, build the bike, get it delivered — turning what could be an intimidating custom process into something approachable. I wrote the copy myself, keeping the same direct, unpolished voice throughout the site that the brand is built around.
FIG. 05 — Website Gallery
FIG. 06 — How it Works
From Brand to Bike
The identity wasn’t finished when the logo was done. I extended the system into things people could actually wear, collect, and ride — hats, sweatshirts, T-shirts, stickers, and eventually a custom BMX build.
The bike became the ultimate test of the identity. Rather than simply applying the brand to an existing product, I directed a custom build through Active Native, a personal project I’ve been incubating, with Wes handling construction: a dark purple frame with white pearl bars and fork, an older PK Ripper model, built around a bike named the Active Ripper.
That meant balancing a recognizable Wes Moore BMX identity with a bike that has its own personality. Each build gets its own color story — the Active Ripper’s purple fade, or a yellow-and-black bike built for a separate Steelers order — while the typemark and wheel motif stay the throughline.
FIG. 07 — Wes Moore x Active Native
FIG. 08 — Active Ripper
FIG. 09 — Active Native
Branded Assets
- Brand Identity
-
Logo system, typemark, badges, color systems, and typography.
- Digital
Website design, development, and copywriting.
- Merchandise
Hats, sweatshirts, T-shirts, and stickers.
- Custom Build
BMX build creative-directed through Active Native, built by Wes, including color scheme and sticker kit graphics.
“He thinks like a product person, designs like a brand strategist, and still cares about the tiny visual details most people miss. Working with Tony feels less like hiring a designer and more like bringing on a creative co-pilot who actually gets where you’re trying to go.”
Wes Moore, Founder, Wes Moore BMX
FIG. 10 — Brand Marks
FIG. 11 — Hats & Hoodies
The Outcome
Wes Moore BMX launched with an identity that could grow with the builds themselves. The system gives Wes a recognizable foundation while leaving room for every bike to become its own expression — a new color story, a custom graphic treatment, a different personality — without making every bike look the same.
The first sale marked the shift from idea to business. I’m still developing the identity alongside Wes as new builds come in.
Designer, Director, Developer
Tony Voorhees
Founder & Owner
Wes Moore
