What's out there?
Brand identity and a product concept for a gravel cyclist who rides off the trail to see what's out there - and photographs what everyone else skips.
Timeframe
May 2026
Goal
Give the rider a brand of his own - and prove it could grow into a product.
Deliverables
- logo and identity
- brand guidelines
- brand visuals
- app concept
- motion
Toolchain
- Illustrator
- Notion
- Figma + MCP
- Jitter
- OpenTopoMap
- Gemini
- Claude Code
Who it's for?
Jędrzej rides gravel. Not the marked trails - off them, into mud, overgrowth and deep forest. He carries the whole kit and sleeps in a hammock in the woods.
He rides Podlasie and the Knyszyn Forest, shoots it on analog film, and built one of his bikes himself. He takes the world as it is, and goes to see what's out there. He posts it all as co tam jest.
The brief was the name
"Co tam jest" - what's out there. He wanted three things in the mark: the bike, the road, and a question mark for the pull of the unknown. Holding all of it in one shape was the hard part. The answer: a question mark drawn by the rider's own path.
One shape, three meanings. A logo would have closed the brief, but the story under it asked for more - so I did what the rider does on a trail. I kept going, and built a whole system instead of one mark.
Getting it right
Classic branding approach - pencil first, then Illustrator. The part of the craft AI doesn't replace.
The concept landed fast, then came the first round of feedback. For a personal brand, that is the only test that matters - the person recognizing himself in the mark.
The identity
One emblem, made to live where his rides do - he leaves it stuck to the places he reaches. A journey with no expectations, just acceptance of whatever the trail turns out to be, all to satisfy one curiosity: what's out there.
Two sticker variants, a signet for small sizes, and a full social set - all drawn from the same mark.
One source of truth
A mini brand book in Figma - color and type tokens, plus logo rules - so every file exports clean and on-brand, with or without me in the room.
Visuals
The brand, out on the road: a team kit modeled by Jędrzej himself, bike stickers, and place stickers - the ones he leaves in the corners of his trips.
From brand to product
The identity opened a bigger idea - an app that maps his rides around the places he finds.
Pull a route from Strava, pin each photo where he shot it, and you get a guide to what's out there: the spots off the trail, checked by someone who actually went.
Distance and speed are footnotes. The terrain is the story.
How AI helped
I ran the work through my own AI studio, a set of agents I direct like a team.
They did the legwork:
- a simple design-system foundation,
- kit-mockup prompts in Gemini,
- an app build plan with integrations,
- an internal tool to configure OpenTopoMap,
- and a motion storyboard.
I ran it like a board. AI executed, but never decided anything.
What's next
Some of this carries forward - the map integration and the other AI-built tools feed straight into the Bison Ride (Rajd z Żubrami), a project I'm part of.
And the brand itself has room to grow, with real potential for more.
Reach out to me directly if you want to discuss a similar project
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Michael Kulesza
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