PEOPLE FOR BIKES BRAND IDENTITY by Colle + Mcvoy for People for Bikes

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PEOPLE FOR BIKES BRAND IDENTITY

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Industry Traffic safety
Media Design & Branding
Market United States
Agency Colle + Mcvoy
Associate Creative Director Brian Ritchie
Executive Creative Director Mike Caguin
Art Director Fabien Dodard, Derek Till
Copywriter Joel Stacy
Designer Joe Monnens
Photographer Chris Peters
Released May 2010

Credits & Description

Category: Charities & Not For Profit
Advertiser: PEOPLE FOR BIKES/BIKES BELONG
Product/Service: BICYCLING ADVOCACY ORGANISATION
Agency: COLLE + McVOY
Date of First Appearance: May 1 2010
Entrant Company: COLLE + McVOY, Minneapolis, USA
Executive Creative Director: Mike Caguin (Colle+McVoy)
Associate Creative Director: Brian Ritchie (Colle+McVoy)
Designer: Joe Monnens (Colle+McVoy)
Copywriter: Joel Stacy (Colle+McVoy)
Art Director: Derek Till (Colle+McVoy)
Art Director: Fabien Dodard (Colle+McVoy)
Interactive Designer: Zara Gonzalez (Colle+McVoy)
Photographer: Chris Peters (Colle+McVoy)
Media placement: Logo - National Bike Summit - 9 March 2010
Media placement: Brochure - National Bike Summit - 9 March 2010
Media placement: Messenger Bag/pins/water Bottles - National Bike Summit - 9 March 2010
Media placement: Stage - Sea Otter Classic - April 2010
Media placement: Bike To Work Week Posters - Minneapolis - June 2010
Media placement: PeopleForBikes.org - National Bike Summit - 9 March 2010
Media placement: Signature Posters - Interbike - September 2010

Describe the brief from the client
Our client, the Bikes Belong Coalition, is a national bike advocacy group that has a goal of putting more people on bikes more often. Our charge was to create a national movement with the clout necessary to influence lawmakers in Washington, D.C. to increase funding for better cycling infrastructure. The brand needed to be inclusive and appeal to all types of cyclists, both casual and hard-core. A brand with the mass appeal necessary to positively influence future legislation for bike funding and help encourage more people to ride more often.

Describe the challenges and key objectives
One of the key challenges we have to overcome with this campaign is the somewhat negative stigma attached to bike movements such as Critical Mass. In order for us to reach our goal of a million names of support, we needed to portray biking as something anyone and everyone should do, without alienating our core group of cycling enthusiasts.

Describe how you arrived at the final design
In developing the look and feel of the new brand, we had to walk a fine line. The brand needed to convey the joy experienced while riding yet be substantial enough to change perceptions of the masses. The identity needed to reflect that the way people ride is as varied as their reasons for doing so. Ultimately, our chosen direction delivered upon all of these. Drawing inspiration from highway and roadway signage and infusing a playful and optimistic nationalistic spirit, our People for Bikes icon has been embraced by hard-core enthusiasts and casual riders.

Give some indication of how successful the outcome was in the market

After just 12 months, the People For Bikes brand has made quite an impression. So far, nearly 200,000 people have done their part to ensure a better future for bikes by signing our pledge. And that includes Gary Fisher, cycling legend Hans Rey and Lance Armstrong. Across the country, some 1,500 bike shops are showing their support for our cause by asking their customers to sign our pledge. And with each name we collect, we get closer to our goal of a bike friendlier tomorrow.