Switchback Cyclery Identity by Projektor Brand Image
In 2013, Switchback Cyclery was established as a servicefocused bike store staffed by street-involved people. 



Client: Switchback Cyclery 

Creative Director: John Furneaux RGD 

Designers: David Adams, John Furneaux RGD

Lettering Artist: Andrew Elliot 



Projektor developed the positioning statement “Propelling Community” to communicate the new venture’s dual role – helping get people off the street through meaningful employment and getting people out of their cars and onto bicycles. Building off the icon of a traditional bike medallion, a complete system of identity elements conveys the desire to deliver more traditional hands-on service in a contemporary urban environment.





For-Profit Category 2013