SEND-IT! is a new BMX Academy which works with young, disadvantaged kids in the South West. Jim came to me looking for a brand which would establish SEND-IT! as a professional and trustworthy business but it also needed edge to maintain the cool, gritty, independent urban appeal of BMX racing and extreme sports. Embracing the main elements of the bike and the natural energy associated with the sport, the final brand is full of grit and a DIY spirit that helps engage participants.