STRAXON240 is a visual identity project developed around a professional 240 km cycling race imagined in a Canadian context, where distance becomes a strong symbol of endurance, discipline and performance. The number 240 stands at the center of the concept, representing both the physical challenge of the race and the mental resilience required to complete it. The project explores how numerical symbolism can become a strategic and distinctive visual foundation within a brand ecosystem.

The creative direction was built to reflect the balance between effort, motivation and competitive spirit. The signature “Do it for”, inspired by Nike’s performance-driven iconography, introduces an emotional and psychological layer to the identity, reinforcing the mindset behind professional cycling and the pursuit of performance. STRAXON acts as the core branding element, establishing a bold, contemporary and performance-oriented visual universe.

The identity system was designed across multiple applications, including the main logo, cycling jerseys and immersive visual mockups. Particular attention was given to readability, sponsorship hierarchy and real-world adaptability, following professional cycling branding standards. The integration of partners such as Nike, SUEZ and Gobik enhances the credibility of the project and positions STRAXON240 within the visual language of international cycling competitions, combining branding strategy with immersive storytelling. The project aims to demonstrate how a fictional sporting event can be built through a realistic and strategic brand experience.