Foundation is built on the belief that the purity of the ride reigns supreme and that chasing after great performing, affordable bike tools and accessories should be the least of your worries. When I started working with Foundation it was brand with no name or clear direction, just great sourced products at a great price. Working with the buyers of the brand we began to define the direction and at the core what the brand was. These are the tools and products at the foundation of your kit, they’re where you start and they will never let you down, they simply work. With this as the ethos I began to build out the brand ID with the focus on keeping simple and to the point letting and letting the products do the talking. Beyond Brand ID design and market awareness building, I’ve also be heavily involve in international product sourcing and management.