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