Brand Architecture / Visual & Verbal Identity / Art Direction / Motion Design / Illustration / Retail Space Activation
Embracing Curiosity
Cycle Solutions has built significant standing in the B2B cycle to work market by providing a quality service and unwavering commitment to employees across the corporate world. With a solid infrastructure and a team full of passion their vision was to deliver the same experience direct to riders at retail and they asked us to support with consultation, creative and implementation.
Creating a new retail focussed brand, Uprise; we pointed their undeniable passion directly towards people, delivering energy, expertise and honesty through a brand experience which supports riders and doesn’t simply convert them. Harnessing the experience of being on two wheels – for the first time and every time – was the keystone of the creative.
Opportunity for growth
Working with their internal team we defined a new architecture to support the two business streams, separating and creating ownership for the B2C business through Uprise – allowing both to refocus their offerings, tone, communication and ultimately flourish.
Positioning and developing a tone for the new brand which retained their rich history, whilest also crafting a compelling narrative that would capture a diverse audience was key to the brand strategy.
At the heart of this transformation is an energised colour palette featuring a contemporary gradient symbolising inclusivity, adventure and movement.
Quirky typography adds a playful personality to the brand's communication, while illustrations and animations breathe life into content, showcasing cyclists of all backgrounds and infusing energy into the brand's online presence.
Energised patterns further enhance the visual language, representing the rhythm and motion of cycling.
Retail Space Activation
When envisioning Uprise stores, we wanted to extract the spirit of the brand in a physical, immersive space. We brought the brand’s vibrant and playful character to life by transforming ordinary industrial materials into store features. Embracing a straightforward material palette, our intention was to create a minimalist backdrop that elevates the showcased bicycles to the forefront.
Recognising the importance of adaptability, we ensured that the store design could effortlessly evolve with the brand's needs. We designed display fixtures with movement in mind, allowing staff to effortlessly reshape the store layout for new products, launches or special events.
