Since 1996, Bike Works, a non-profit based in Seattle, serves as a hub for cycling enthusiasts, providing access to bikes, bike parts, engaging events, and educational programs. Their mission is centered around fostering a community that prioritizes youth empowerment, promotes racial equity, and champions environmental justice. They provide affordable refurbished bikes and repair services through their social enterprise bike shop. Bike Works processes over 7,000 bike donations every year for use in their programs, community giveaways, and full-service bike shop.
Bike Works
Branding
Print
Marketing
illustration
TIMEFRAME — 8 WEEKS, 2024Brand DevelopmentBike Works brand is visually inconsistent across media and there are opportunities to update and redirect the brand towards the younger demographic they’re trying to reach.
When visiting Bike Works, something I immediately noticed was the vast amount and variety of bike parts they have to offer. Anyone interested in building a bike with them has the ability to customize their bike based on their own needs and specifications. Whether you ride your bike daily for commuting or just enjoy a casual weekend outing they have something that will suit your needs. The variety of parts became a visual metaphor for diversity and equity: there is something for everyone. I wanted this aspect of Bike Works along with their core values to be represented.
Audience personas
Michael
Male
14 years oldLives in low-income neighborhoodInterests and Needs
Passionate about bikes
Aspires to learn bike mechanics
Goal of building his own bike
Wants to connect more with his community
Values sustainable transportation
Behaviors
Actively searches for local youth bike programs, classes and events
Participates in bike mechanics classes at his community center
Volunteers regularly after school and on weekends
Goals
To develop useful bike repair skills
Connect with his peers that share similar interests
To give back to his community through meaningful volunteers experiences
Maria
female
42 years oldMother of two (10 and 14 years old)Interests and Needs
Passionate about bikes
Aspires to learn bike mechanics
Goal of building his own bike
Wants to connect more with his community
Values sustainable transportation
Goals
To develop useful bike repair skills
Connect with his peers that share similar interests
To give back to his community through meaningful volunteers experiences
Behaviors
Actively searches for local youth bike programs, classes and events
Participates in bike mechanics classes at his community center
Volunteers regularly after school and on weekends
MoodboardThe Concept
Progress in Motion:
Bike Works embodies the spirit of “Progress in Motion” as we pedal forward towards a brighter, more inclusive future for all. From our everyday cyclists seeking reliable transportation solutions to our youth discovering the joy of biking, and our adult learners embracing lifelong learning and community engagement. Bike Works is a hub of opportunity where progress is not just a destination, but a continuous journey.
ProgressiveAwareness, Value Based, Forward ThinkingResourceful Approachable, Trustworthy, SupportiveUnique Quirky, Clever, Lived In
Logo
Brand bookIn revitalizing Bike Works' brand strategy, my approach bridges the gap between their essential services and the younger demographic they aim to engage while honoring their commitment to community, resourcefulness, and inclusivity. By creating a fresh and contemporary brand identity, including a cohesive and visually appealing logo, I ensure an accurate reflection of their values and mission. Vibrant visuals modernize their brand while staying true to its roots, celebrating biking's transformative power for individuals and communities.
