Feltet
Bringing Identity Into Motion
Client
Feltet.dk
Industry
Sports & Journalism
Services
Motion Design
As part of Dwarf’s rebrand of Feltet, Scandinavia’s biggest cycling website, Benny Box translated the new identity into motion. We built a tight motion language defined by speed, precision, and rhythm, inspired by the dynamics of the peloton and the final sprint. The result is a flexible system of sharp transitions, animated icons, and graphic elements used across branding and social - designed to feel fast without losing clarity.
Blocks and angles that translate speed into form
The visual system is built on blocks and slanted square shapes that mirror the movement of cyclists in motion. Angled forward, they suggest direction, speed, and the tight formations of a peloton. Elements move in sync, staying close and controlled to keep the expression sharp and dynamic. Nothing drifts or lingers. Everything is designed to feel fast, precise, and intentional while keeping the overall look simple and easy to use across formats.
Credits
Made in collaboration with
DWARF
Art Direction
Sigurd Norsahl
Client Lead
Caroline Madsen
Animation
Sigurd Norsahl
Hannah Genzmer
Frederik Jørgensen