The Gekko guys were excited about the idea, and together we scoured trade shows and talked to manufacturers as we gathered info and imagined the possibilities.
To make elements of the line unique, we took a closer look at the parts we had, and identified what could bring them together as a series. It was important that the line complemented the Gekko bikes without taking attention away from the frame.
We also created a separate series of customized parts for women, which flowed with the natural proportions of the female body and gave the best experience from a Gekko bike. To distinguish these parts from the main series, we simply incorporated the symbol of Venus into the ”o” in Anatomy.
Our experiment was a hit with Gekko, where it became a sub-brand on par with the main brand in terms of quality and repeat customers. Anatomy is now also sold as spare parts in bike shops for those who want to pimp their Gekko or other bike with better parts.