The New Wheel Design & Branding FLATTEN SF by DraftFCB San Francisco


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Industry Bicycles
Media Design & Branding
Market United States
Agency DraftFCB San Francisco
Art Director Jacob Pepper
Copywriter Zac Maricondia
Designer Chris Cerrato
Released March 2012

Credits & Description

Category: Posters
Advertiser: THE NEW WHEEL
Design Director: Sean O'Brien (Draftfcb)
Senior Art Director: Gregg Foster (Draftfcb)
Senior Copywriter: Jeff White (Draftfcb)
Copywriter: Zac Maricondia (Draftfcb)
Art Director: Jacob Pepper (Draftfcb)
Designer: Chris Cerrato (Draftfcb)
Account Executive: Shaun Killian (Draftfcb)
Media placement: Posters - Mailed To Bloggers - March 26, 2012

Describe the brief from the client
The New Wheel was looking to change this, and to find a way to how their electric bicycles could effectively flatten SF, and make the entire city accessible by bike.

Describe the challenges and key objectives
San Francisco has 72 hills totalling over 30,000 feet of vert. In other words, cycling is all but impossible for anyone outside of the dedicated spandex set.

Describe how you arrived at the final design
The posters feature 4 iconic SF landmarks portrayed in international orange, the colour of the Golden Gate Bridge. The design calls for the interconnecting posters to be hung at a 30º angle, simply and elegantly demonstrating the effect of a New Wheel eBike.

Give some indication of how successful the outcome was in the market
The posters generated local press coverage and has solidified the shop as a successful member of the SF cycling community less than a month after opening.