The Trek CX Cup is a weekend long UCI level cyclocross event held at Trek Bike’s Waterloo, WI HQ. The event draws hundreds of riders and thousands of spectators from around the world to watch CX raced at the highest levels. On top of the international draw, the event offers multiple categories for riders at all skill levels to race on the same course at the pros, all in the heart of the Midwest.

My role saw me designing the visual identity which would inform every touchpoint of the event. From stickers and merch, to our races custom beer and course signage. I was also lucky enough to have one of my sillier pun-driven ideas come to life in the form of a sponsored barrier, The Beerier(TM)