Trust in Steel Machine / Reference project

Trust in Steel Machine

Design project in collaboration with the Italian premium racing bike brand Tommasini

Trust in Steel Machine (TISM) was a bicycle project launched in 2019 by Andi Kalamar and myself. I developed a striking yet simple frame design based on a two-tone base. The challenge was to make the bicycle visually compelling from every angle – with an elegance and clarity that captivates viewers regardless of their perspective.

During the frame design process, we simultaneously focused on finding a suitable brand name. Since Andi has a strong preference for steel as a frame material, it quickly became clear that we wanted to pay tribute to this historically significant material. From a branding perspective, I decided to incorporate the original slogan into the official brand name, following the principle of "name it and claim it," and to design a fitting icon that visually reflects its essence.

This resulted in a branding kit specifically tailored to steel frames, embodying the visual identity of the material in its robustness and tradition.

Trust in Steel Machine

Basic Branding Kit

Based on the historically classic branding positions on bicycles, as well as the versatile applicability to clothing and other product categories, a brand formula was developed that combines vintage character with modern aesthetics. Since the high-priced steel frames were also to be equipped with contemporary performance components, it was essential to make this mix of tradition and innovation visible in the branding – and to appear relevant to both vintage enthusiasts and performance athletes.

Trust in Steel Machine

Br.-Kit Extension

TISM's branding evolved from a flat, vector-based design to a more dynamic, spatially evocative visual identity. This transformation was driven by the need to create a distinctive presence across print advertising, point-of-sale displays, and various in-store print materials.

TISM / Shopposter

Minimal advertising space

With limited advertising space, the brand should have a visually dominant effect through a clear and concise corporate identity.
A consistent design, strong color scheme and brand-typical elements ensure that the message remains immediately recognizable and memorable, even in the smallest space.

TISM / Private Label Shop Branding

Concept Store

Within the framework of a dedicated concept store, the possibilities for brand communication are explored in a targeted manner. Logo placements are deliberate and understated, resulting in a clear, precise, and timeless brand aesthetic. The design remains minimalist and does not distract from the products or campaigns displayed in the window – it creates space for impact and identity.

visual language in marketing

campaign

At the heart of the campaign is original imagery from the iconic Italian frame manufacturer Tommasini. This authentically and visually compellingly tells the story of the handcrafted steel frame. Each step of the process – from raw material to final finish – is presented as a distinct campaign visual based on historical archive images. The result is a continuous, engaging rollout that highlights craftsmanship, heritage, and character, making the brand's values tangible.

The signature frame design

The frame design and brand name were decisive factors in securing personal support and cooperation with Irio Tommasini.

The centerpiece of the TISM project is a clearly defined signature frame design, distinguished by its two-tone color scheme and minimalist lines. It combines classic design language with modern clarity, creating visual interest from every angle. The design follows the principle of maximum impact through minimal means – remaining timeless, elegant, and distinctive.

Our initial TISM catalog and project proposal consisted solely of technical drawings and mockups – yet it clearly and convincingly conveyed our vision for the project. Motivated to take the next step, Andi traveled to Italy – specifically to Tuscany – and met with Irio Tommasini in person. Enthusiastic about the concept, Tommasini supported the project and agreed to both produce and jointly brand the TISM bicycles.

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The Signature Color System

The classic colors of the precious metals used in the medals, combined with black.

The two-color system gives the appearance of the racing bike a calm, classic elegance.
The targeted combination of elegant metallic tones and deep black creates a timeless aesthetic that reflects both tradition and technical precision.

The targeted variation and rotation of the color scheme served to define different model lines – each with its own distinct character, but always with the same recognition value.

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TISM / "Tailored trust"

Custom Program

Tailored Trust stands for true individuality. After precise measurements of the customer, a custom-made frame is created – in the customer's two chosen colors, with a personal logo or name on the top tube. A unique piece that inspires confidence.

TISM / "Tailored trust"

Desired colors

Individualization with a system.

The customer determines the look – within the defined signature formula. Whether matte, glossy, or metallic: Each frame is painted exactly according to the desired color and remains unmistakably true to the brand.

This form of customization enables a scalable implementation of custom paint jobs without overloading the production processes.

Cycling apparel concepts

Two colors for the bike. Three for the rider.

The cycling apparel collection is directly inspired by the design of the steel frame. While the bike itself embodies a clean, minimalist brand aesthetic with its two colors – black and gold – the apparel expands the palette to include ice white.

This third color was deliberately added to create technical clarity, visual freshness, and functional differentiation. White acts as a neutral contrast, highlighting details and lending the collection a modern lightness. This results in a harmonious overall look where clothing and frames merge seamlessly in design and concept – minimalist, high-quality, and uncompromising in its message.

Logo positioning on a racing bike

The brand identity of a steel racing bike is defined by clearly defined logo positions and proportions. Specification sheets specify exactly where and how the logo appears – for example, on the head tube, top tube, or fork.

Whether as paintwork, decals, or engravings: every application follows the frame geometry and emphasizes the craftsmanship. Color choice, contrast, and proportions create a minimalist, timeless aesthetic that subtly conveys origin and attitude – technically precise and visually compelling.

Head tube emblems

Head tube branding according to equipment.

The choice of head tube emblem depends on the specifications and the customer's desired components. If the frame is built for performance purposes and equipped with contemporary parts, the racing bike receives the angular TISM icon – a symbol of technical precision and modern design.

In contrast, a vintage-inspired build with classic components features the round TISM LockUp logo. It represents heritage, craftsmanship, and the aesthetics of the traditional steel frame. In this way, the branding becomes not just a design detail, but an expression of the bike's individual character.

The coffee workshop “Coffee Racer”

Where coffee culture meets cycling

Coffee and cycling have always gone hand in hand – especially in the context of the Italian way of life, where style, passion, and precision merge in a unique way. This connection gave rise to the idea for the "Coffee Racer" from the coffee workshop in Saalfelden am Steinernen Meer, Salzburg.

Conceived as a striking exhibit, the Coffee Racer was intended not only as a means of transport, but above all as a visual statement and eye-catcher. The roastery itself was conceived not only as a production site, but also as a platform and showroom for the Cycles – a place where craftsmanship and movement converge.

The fusion of cycling and coffee culture has created an extraordinary platform for innovative products from both worlds. The project embodies the close relationship between materials, performance, and modern lifestyle – and invites you to experience this connection anew: sensually, functionally, and with conviction.