Bike Works
My Role: Lead Designer, Brand Identity, Web Design, Marketing
Timeline: 12 Weeks (January-March 2024)
Collaborators: Team Research Done with Mark Allender & Morgan LaRose
Tools: Illustrator, Photoshop, InDesign, Figma
Problem to Solve
The brand is outdated, inconsistent across media, and isn’t being directed toward the younger demographic they’re trying to reach.Overview
Rebrand Bike Works by re-evaluating their brand traits and mission. Design a logo, design system, dictate the use of visual assets, and implement them on a new storefront, website, and repair van among assorted merchandise.
Concept Board
Brand KitLogo
Colors
Visual Assets
Typography
ResearchEstablished in 1996, Bike Works is a non-profit organization in Seattle, WA that promotes the bicycle as a vehicle for change to empower youth and build resilient communities. In addition to providing affordable refurbished bikes and repair services through their social enterprise bike shop, Bike Works offers a variety of environmental, educational, and community-building services. Bike Works processes over 7,000 bike donations every year for use in their programs, community giveaways, and full-service bike shop.
Logo Iterations
Merchandise
InsightThe big moment for this came in creating the brand book. My concept board was good but I hadn’t figured out how to pull the design elements together. Testing that out in the brand book allowed me to see how each element could be combined to make each deliverable.
Guerilla Marketing
Website
Final Thoughts
I created a logo that works in a variety of lockups and is scalable. The new design system works well across multiple formats and allows for easy modularity and use. The colors, aesthetics, and marketing are all aimed at a younger audience while still keeping our secondary audience, the parents and general bike enthusiasts in mind.
Brandbook