Shift Racing is a motocross apparel brand known for its unapologetic attitude, progressive fits, and disruptive visual identity. As a member of the in-house design team, I worked closely on seasonal collections that helped evolve the brand’s voice and connect with the next generation of riders.
My role focused on bringing fresh graphic energy to the apparel line while staying true to the culture and edge that make Shift stand apart in the moto world.
Scope of Work:
Gear graphic design
Color stories and seasonal palettes
Art direction and concept development
Tech pack and production handoff
Shift Racing Merch
The design language was fast, raw, and graphic-driven. We explored bold type, asymmetrical layouts, and tonal depth to create gear that matched the grit and adrenaline of the sport. Influence came from punk, skate, and early streetwear, giving the line a rebellious edge rooted in moto heritage.
The goal was always the same: make the rider feel untouchable the second they gear up.
Design Direction
