Blending Brand Identity with Raw Exposed Wood to Reflect High-Tech Precision in Nature
At Crankworx 2025 in Whistler, BC, SRAM® unveiled a booth that stood out for more than just cutting-edge bike tech — it embodied craftsmanship, brand precision, and design elements inspired by Whistler’s forests and its legendary mountain bike trails.
Guided by the vision of SRAM’s creative team, Ario Construction executed the build with precision and artistry to align with this years theme “exposed wood”.
Fisher supplied and factory prefinished the Douglas Fir cladding and provided an accurate full pigment depth paint colour match to SRAM’s iconic brand red. The result was a functional, visually striking space that aligned seamlessly with SRAM’s identity in the mountain bike industry.
Sram® Brand Red — Precision Paint Colour Match
To reflect SRAM’s brand identity with absolute accuracy, Fisher used its industrial proprietary colour matching technology to produce the official SRAM brand red in paint form.
- Full pigment load — no extender fillers or additives, ensuring the richest, most saturated colour possible.
- Ultra-efficient coverage — the high tint concentration meant fewer coats were needed to achieve maximum vibrancy, even over contrasting base colours.
- True-to-brand consistency — the final red finish aligned perfectly with SRAM’s visual standards, enhancing brand recognition on-site.
Wood Cladding — Inspired by the Trails
The booth’s design drew inspiration from the wood bridges, and features found along the trails and in the nearby legendary Red Bull Joyride course.
Interiors - Sanded Smooth
1×6 Douglas Fir with 1/8″ gap, sanded smooth and finished with two coats of clear protection for a warm, natural look.
Exterior - Rough Sawn
Seamless Transition: Exterior to Interior Cladding
Wall Ride Architectural Feature
The booth’s signature wall ride was crafted from varying widths of rough-sawn Douglas Fir, strategically arranged to wrap around the lower lounge patio. This design element added texture, movement, and a tactile connection to the trails that inspired the booth, creating an immersive experience for visitors.
Repurposed Materials from Previous Booth
In line with a commitment to thoughtful building practices, Ario repurposed plywood panels from SRAM’s 2024 booth. Fresh coats of Fisher’s colour-matched red revived these materials while reducing waste.
Crankworx 2024
The 2024 design was a visually engaging booth with pop culture–inspired posters, paintings, and photography of Crankworx athletes.
Crankworx 2025
The 2025 design focused on a clean, sophisticated presentation with exposed wood textures, and a sweeping wall ride architectural feature.
A Van-Life Tribute to Mountain Bike Culture
One of Fisher’s favourite features was an old, rusted black bike van — scratched, and adorned with moss gathered from local forests — served as a theater for showcasing biking videos, celebrating the mountain bike community’s commitment to both riding culture and van life.
Partnership & Craftsmanship
This project highlighted the synergy between SRAM’s design vision, Ario Construction’s craftsmanship, and Fisher’s finishing technology and expertise. The result was a booth that captured the excitement of mountain biking culture while showcasing the precision and performance of SRAM’s products.
Fisher’s Custom Pre-Finishing — Bring Your Unique Vision to Life
For over two decades Fisher has worked with discerning clients building quality homes in extreme coastal environments throughout the Pacific Northwest.
Through experience the Fisher team has identified the highest performing coating products and developed industry leading application systems.
