*Self-initiated work created to demonstrate design thinking and capability. It is not client-commissioned, and any referenced brands are used solely for exploration and are not affiliated.
Spoke & Pedal is a concept brand created for a local bike shop with a big personality. Rooted in community and movement, this project explores how visual identity can bring out the grit, charm, and momentum of urban cycling culture, without losing clarity or function.
The brand identity balances utilitarian design with character. The logotype is strong and grounded, built for signage, spokes, and street corners alike. Custom graphic elements inspired by bike mechanics and road markings create a flexible visual language that can stretch across physical and digital touchpoints.
The brand voice is friendly but no-nonsense, made for gearheads, commuters, and casual riders alike. Spoke & Pedal doesn’t just sell bikes, it celebrates the ride. This concept focuses on building a brand that feels both dependable and dynamic, inviting people to be part of a movement, not just a market.
