“RockShox, a company owned by SRAM, asked us to position the brand and develop their new pro­ ducts catalog for the 2007 model year of front and rear shocks,” said creative director Carlos Segura. “Our first task was to develop a tag line to use across the board on their advertising campaign (which we also did), as well as all collateral materials. The Earth Is Not Flat led us to visualize the cata­log footprint to represent not only the positioning and concept of the tag line, but also the product benefit of their first­-to-­market bike suspension shocks. Additionally, we were asked to refresh the RockShox logo. The goal was to modernize it, while maintaining its recognizable attributes.”