Love Machine — Max Young — Creative Director & Brand Strategist

I'm Max, a Creative Director and Brand Strategist based in Vancouver, BC. I build brands rooted in research and strategy across sports, outdoor and mission-driven organizations. Through strategic insight and bold creative, I help brands connect authentically to their audiences.

APPROACH

CV

Love MachineBrand & identity

BACK

Love Machine Cycling
Brand & Identity
 Brand Strategy
 Creative Direction
 Graphic Design
 Content Strategy

Website done in collaboration with Mariah Phillips.

THE CHALLENGE

Vancouver's gravel cycling scene needed a brand that could help it grow into a more open, accessible community, without the gatekeeping that's bogged down other outdoor sports.

THE INSIGHT

Accessibility in outdoor sports often comes down to information. Sharing hidden gravel routes across Southwestern BC gives newer riders the same access as longtime locals, building community trust rather than just visual appeal.

THE APPROACH

Building the brand from the ground up, across visual identity, voice, web, and content, meant every touchpoint could be tested and refined against what actually resonated with a niche audience.

THE RESULT

Despite being small and niche, Love Machine's brand-forward content has drawn the attention of larger industry brands such as Easton, Shimano, RideWithGPS, and pro gravel race team Easton Overland. With social collaborations reaching a combined audience of over 500,000, turning a personal project into a recognized name within the gravel cycling industry.