National press advertisement for Trek Bikes at Swinnerton Cycles in Staffordshire. This press ad ran in one of the sport's leading mountain bike magazines and created, not only a great ROI for the client, but also fantastic exposure to a relevant audience.

Creative Brief:
"I am very much influenced by an early 20th-century art movement called the Vortisists, and their style of publication, only two were ever published and the title was – Blast. I like their very strong angular images and the use of black with a strong accent colour." —Andrew Hulme.

"Vorticism, an offshoot of Cubism, was a short-lived modernist movement in British art and poetry of the early 20th-century. It was based in London but international in make-up and ambition.

"The Vorticism group began with the Rebel Art Centre which Wyndham Lewis and others established after disagreeing with Omega Workshops founder Roger Fry, and has roots in the Bloomsbury Group, Cubism, and Futurism. Lewis himself saw Vorticism as an independent alternative to Cubism, Futurism and Expressionism. Though the style grew out of Cubism, it is more closely related to Futurism in its embrace of dynamism, the machine age and all things modern (cf. Cubo-Futurism). However, Vorticism diverged from Futurism in the way it tried to capture movement in an image. In a Vorticist painting modern life is shown as an array of bold lines and harsh colours drawing the viewer's eye into the centre of the canvas" —Wikipedia

The Solution:
The Andrew Hulme identity captures that Vorticism essence. The harsh and contrasting yellow accent suggests construction and sculpture as well as being the central focal point for the symbol.