Building a cycling brand with AI.
Building the OWOW brand was not just a creative exercise — it was a deep exploration into the evolving relationship between humans and artificial intelligence in the creative process.
While ChatGPT was a major partner in ideation, communication, and brand strategy, I also leveraged the capabilities of multiple AI models to expand and enrich the workflow.
Throughout the project, I found that working with some AI models felt uniquely personal — as if engaging in creative dialogue — while others remained more robotic, behaving more like traditional tools.
This project taught me that Human–AI collaboration isn’t passive; it’s an active, evolving dialogue. It requires a new mindset: treating AI not simply as a tool, but as a dynamic creative medium that amplifies human vision when properly directed and guided.
ChatGPT — 4o for image gen, strategy, and planning
Claude by Anthropic — for creative writing and conceptual ideation
Adobe Firefly — for visual generation and integration with Adobe’s creative suite
Midjourney — for creative versioning, style exploration, and detailed visual control
Sora, Kling — for motion design and animation experimentation
Gemini — for sourcing general and specific information
Segment
Cycling has been a lifelong passion for me.
When selecting a market segment for this project, I was drawn to an urgent and growing need within urban cycling: rider visibility and safety in metropolitan environments. In cities, visibility can mean the difference between life and death for cyclists. Advances in technology have opened new possibilities for enhancing rider visibility — not just as a functional necessity, but as a design opportunity. Innovations such as integrated LED lighting in apparel, illuminated bike frames, and cutting-edge reflective materials are reshaping both safety standards and style aesthetics. The OWOW brand was built around this intersection — merging high-visibility safety features with bold design to create a new kind of cycling lifestyle brand, one that elevates protection and self-expression.
Logotype and Logomark
When developing the brand name, I sought something that would evoke an immediate emotional reaction — something universal, memorable, and expressive across different languages and cultures. I wanted a name that captured a moment of human emotion: surprise, excitement, and wonder. A sound — simple, instinctive, and recognizable to anyone — felt more powerful than a literal description.
O, WOW! became the seed idea. It's easy to say, easy to remember, and feels upbeat — critical qualities for strong brand recall, especially in a crowded consumer market. Simplified and stylized into OWOW, the name evolved into a bold visual and verbal identity. It invites curiosity and joy while aligning perfectly with the brand’s mission of elevating self-expression and visibility in cycling culture.
The OWOW logotype and logomark are constructed using precise geometric forms based on golden ratio proportions. Just as in thoughtful product design, the geometry dictates the form, giving the identity purpose, balance, and clarity. The result is a logotype that is modern, intentional, and precisely balanced, embodying both visual motion and structural balance.
The logomark emerges from merging core elements of the logotype into an abstract symbol. At its center is a circular form — representing both a wheel and an eye, symbols of vision and momentum. The mirrored stems of the letter W form wing-like shapes on either side, evoking rhythm, motion, and flight.
Focus Points
Light Integration
Integration of light into bike construction. Exploration of reflective surfaces and smart technology integration.
Ride Wear
Innovative new materials that can be worn at night or low visibility. Enhanced safety features on protective gear such as and kits, helmets, shoes, glasses and gloves.
Accessorize
Materials and tech in bike accessories like water bottles, bells (sound that emits light), Light attachments, smart technology.
Machines of Light.
Integration of light into bike construction. Exploration of reflective surfaces and smart technology integration.
Glow up the night.
Innovative new materials that can be worn at night or low visibility. Enhanced safety features on protective gear like Clothing and kits, helmets, shoes, and glasses.
Leave a trace.
Materials and tech in bike accessories like water bottles, bells (sound that emits light), Light attachments, smart technology.
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