Product design • Brand • Production
For over a decade I helped shape one of Norway's most recognised bicycle brands. Over this time, we repositioned the brand around its heritage, reliability and value, creating a coherent product identity that helped establish Diamant as Norway's best-selling bicycle brand. Today, one in four bicycles sold in Norway carries the Diamant name.
Evolving categories
Each season involved designing and evolving a family of more than 50 models spanning road, mountain, electric, commuter and children's bicycles. Rather than treating every model independently, I developed a visual system that allowed each category to express its own personality while remaining unmistakably Diamant.
Colour intelligence
Bicycle development works approximately two years ahead of launch, making colour forecasting as important as colour selection. Each palette balanced manufacturing constraints, trend forecasting and commercial appeal with the practical reality that most customers buy a bicycle to own for many years.
Colour philosophy
One collection challenged our assumptions about children's bicycles. Rather than following the bright, sports-inspired colours common throughout the industry, we looked at contemporary family homes, interiors and children's bedrooms to understand the world parents actually aspired to create. The bicycles themselves remained functionally identical, but the softer, more considered colour palette resonated immediately, doubling sales within the category.
Concept to Manufacture
Beyond visual design, I managed sample production with manufacturing partners across China and Taiwan, developed custom paint finishes, forecast colour trends, defined product naming and segmentation, and refined production samples until every detail met the intended design.
