GRVL Series

Branding

A proposed redesign of the GRVL brand identity, created to support the series’ international growth with a scalable, recognizable, and human visual system

A scalable identity for a global gravel culture.

GRVL has grown into an international event series with a strong community spirit — but its visual identity needed a clearer, more scalable foundation to support growth across regions, seasons, and formats.

This project was developed as a collaboration/pitch to rethink the GRVL brand from the ground up: not as a one-off logo refresh, but as a system that could expand naturally with the series.

Products	Design System for Web, App & LCD display
Role	Brand strategy · Logo & identity design · Typography & color systems · Modular visual systems · Art direction
Skills	Design systems strategy, Figma component architecture, Token logic, Multi-platform design, Design documentation, Design–developer collaboration
Team	Ampler Design Department (Anna Skopp, Jörgen Kursk, Kaur Kask, Tobias Textor), Ampler Software Engineering Department (Andrii Hrynchuk, Karim Megahed, Margit Loo, Helena Lissenko, Küllike Kimmel, Janita Raudsepp)
Client	Ampler Bikes

Challenge — Creating a recognizable identity that grows with the series

As a fast-growing e-bike company, Ampler Bikes needed a scalable design system that could support multiple digital touchpoints and ensure consistency, efficiency, and scalability. The goal was to create a scalable, consistent, and efficient design system that worked seamlessly across their three core products:

Website

E-commerce platform featuring a custom bike configurator, immersive brand storytelling, and a dedicated support hub.

App

Mobile application for adjusting bike settings, enabling theft protection, GPS tracking, and ride customization.

LCD Display

Integrated top-tube display providing real-time e-bike vitals, ride statistics, and battery insights.

Project Roadmap

1

Brand Audit

Identifying what already resonated and where consistency broke

2

Core Identity Design

logo, wordmark, and scalable mockups

3

System Definition

Typography, color logic, and modular rules

4

Real-world validation

Applying the system to realistic brand touchpoints

Process — From brand audit to modular identity framework

When I started building Ampler's design system, Figma offered no component variants or variables. I began establishing a foundation of reusable components and created a structured design library in Figma. Later, I extended it with variants and variables as Figma evolved. The system grew into:

Primitives: colors, spacing, typography, elevation
Components: buttons, forms, navigation, cards
Patterns: layouts, bike configurator flows, app dashboards

Core Styles

Primitive & Semantic Variable Collections

amp-design-system-variables-1-primitives

Solution — A logo-led system built for consistency, flexibility, and personality

The initial documentation was fragmented across files, making consistency and handoff difficult. To align with developers, we kept documentation directly in Figma, ensuring that design and code stayed in sync without external tools. Components were structured with variants, states, and responsive behavior in mind.

Documented logic inside Figma using naming conventions
Component usage guidelines
Interaction notes (e.g. hover/pressed, active, disabled)
Real-time feedback and versioning

Design systems are not just about consistency — they’re about shared understanding. — Brad Frost

Impact — A future-proof foundation for events, merchandise, and growth

For the system to work across three platforms solutions included:

Shared design principles across all surfaces
Flexible component variants
Simplified type and icon sizes for LCD

Web — Marketing & E-commerce Website

Mobile App — Ampler Companion App

LCD Screen — Ampler ABC Unit

Design systems scale design across contexts — not just screens. — Nathan Curtis

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