BRAND IDENTITY • PRODUCT DESIGN • UI/UX DESIGN

CREW BIKE CO.

I had the unique opportunity to build an in-house cycling brand for City Grounds under the name Crew Bike Co. from the ground up. This included logo design, product design (bicycles, frames, forks, and other parts and components), web design, and marketing / social media creation and management.

The idea behind Crew Bike Co. was to serve the fixed gear / single-speed community so the branding was intent on reflecting that. To accomplish that I used a bold color palette, a more aggressive modern font, and even hid a "1" in the logo to emphasize the idea that these bikes only have one fixed gear.

PHOTOGRAPHY DIRECTION

After the branding was complete and we applied the freshly made graphics to different bike frames and components, we set out to capture photography that would set the tone for the brand. I had the opportunity to help select photographers, locations, models, wardrobe and art direct the shoots themselves. Over the course of the first year we shot everywhere from the middle of busy Long Beach, CA to the hilly streets of San Francisco. Check out some of my personal favorite shots from the various shoots below.

E-Commerce DEVELOPMENT

While the products were primarily sold on our parent company, City Grounds' website I also designed and developed a separate stand alone e-commerce website for Crew. This website was built out on the Shopify platform and I was responsible for creating and maintaining.