FUERZA™

Hunter Allen approached us seeking creative minds to shape his revolutionary idea. As a renowned coach and trailblazer in the cycling and training technology world, Allen is hailed as the "Father of Power Training Principles." His influential role in cycling and pivotal contribution to the popularization of power meter training are widely acknowledged. Co-author of the essential cycling book "Training and Racing with a Power Meter" alongside Andrew Coggan, Allen's expertise extends beyond coaching, as he founded Project FUERZA—an NFT project merging cycling and digital art, offering unique digital art inspired by elite cyclists' biometric data. Our primary focus was delving into FUERZA's expansive vision, involving managing a team of globally recognized artists, designers, and athletes from the cycling and fitness realms. Understanding both short and long-term goals enabled us to visualize and implement corresponding stages. We organized an action plan encompassing marketing strategies, artist coordination, illustration creation, and Zenda Studio's simultaneous development of the visual identity. Overcoming this significant challenge yielded incredible results. FUERZA's identity blends the contemporary and digital with the essence of human power, embracing the unique, irregular, and imperfect aspects of art. Opting for a futuristic font combined with hand-drawn illustrations in predominantly white with a citrusy green brand accent aimed for discreet prominence, ensuring the NFT gallery took center stage. Let's discuss the "combo" style logo, comprising a symbol and name. Inspired by Hunter's brief wanting speed, we pondered what an artist does swiftly without compromising precision—the signature. Artists sign confidently and swiftly. Merging the need to display power and biometric data with a graphic reference resulted in drawing inspiration from Basquiat's crown for its ruggedness and iconicity. The outcome is a robust and dynamic icon. For the name, derived from the Spanish "FUERZA" meaning "STRENGTH" in English, we chose the Monumental font for its solidity and innovative feel. This project engaged artists, both contemporary and amateur, united by a shared passion for cycling and art. Renowned athletes like MARK CAVENDISH, PETER SAGAN, GERAINT THOMAS, ROHAN DENNIS, JENS VOIGT, LEAH THOMAS, CHRISTIAN VANDE VELDE, MARK PADUN, ZDENEK STYBAR, GEORGE HINCAPIE, DAN MARTIN, DAVID LOPEZ, DANIEL OSS, BOBBY JULICH, RYDER HESJEDAL, MIRINDA CARFRAE, TIM O'DONNELL were integral contributors to this project.