PROJECT 02 / 03
BRAND POSITIONING / D2C LAUNCH
Charge Bikes
A new electric chapter for Charge, built around one promise: make the journey from choosing a bike to riding it feel easy.
PARTNERS
Instrument
BackBone Media
Newengen
LAB71 / 01
A visual language that finds theatre in the everyday.
4-image carouse
01 — STRATEGY
Ease starts before the ride.
Launching direct to consumers during the pandemic meant the brand had to earn confidence without a shop floor. We positioned Charge around the whole experience: a simple range of three bikes, a clear path to purchase, delivery to your door and a first ride within minutes.
IDEA
Make riding feel easy from first click to first ride.
OUTPUT
Brand positioning, direct-to-consumer launch, identity rollout, customer experience and packaging.
02 — CREATIVE WORLD
Working with Instrument, we brought that promise to life through an energetic, welcoming identity. Clear language and rider-led imagery made electric cycling feel accessible and fun.
03 — EXPERIENCE
From box to bike in minutes.
We carried the thinking into the product experience. Bikes arrived nearly assembled, with a four-step setup using one tool. The packaging used recyclable materials, replacing foam and plastic wrap. In 2021, Charge City was named Best Electric Bike at the Tom’s Guide Awards.
04 — APPLICATIONS
Identity, print, and city-scale expression.
01 / LOGO IDENTITY
LAB71®
02 / PRINT SYSTEM
SCULPTED
BY SPEED
03 / OOH
ONE
MORE
SECOND
RELATED WORK
01 / 04
BRAND DIRECTION / 2025
Common Thread ↗
IDENTITY SYSTEM / PREVIEW
New project one ↗
CAMPAIGN WORK / PREVIEW
New project two ↗
MORE SELECTED WORK