Project Brief
Scope: Branding, Strategy, Signage Design, Spatial Design, Product Design
Project Team: 6 Student Designers
My Contribution: all Branding & Strategy & Signage + partial Spatial ideation
Bike Walk Tompkins
Enhance the local presence of Bike Walk Tompkins (BWT), a community-focused biking nonprofit, by strengthening its brand identity and redesigning its store and bike racks. This project aims to improve BWT’s workflow and work environment, building upon its existing foundation and extending its outreach within the community.
Potential Customers, specially local University Students are
1 ) Discouraged from biking due to being unaware of resources
2) Familiar with BikeWalk services but difficulty recognizing brand
“ We’re building a healthier, more inclusive community where everyone can move freely and thrive together.”
Slogan
Mission
Brand Values
Visual Identity
Goals
Opportunity 1 | Reach the Community
Opportunity 2 | Access BWT from Home
Opportunity 3 | Guided Pathway
Looping in community
Retaining active clients
Relieving the life cycle
Consistency
Outreach
Short term
Long term
Our client's website
System of persistent feedback from customers to keep up with recent trends and present needs
Inspire customers by equipping them with the tools to pursue their passion and solve future repairs
Promote inclusivity by providing affordable biking opportunities from repurposed bike parts
Consistency across spatial, digital, and product designs
Grow network to connect community and organization beyond the physical space
We suggest a new visual identity for BWT and a consistent advertisement, including brochures & Merchandise:
In order to achieve the goals, we conducted interviews with BWT's customers & employees during on-site visits. Based on the findings, we identified 5 opportunities:
Issue 1
The store currently has too many bikes in storage, making it difficult to categorize them effectively and challenging for customers to take out and test each bike.
Re-brand Bike Walk Tompkins
1
2
Current Customers,
1 ) Difficulty being serviced during peak hours
2 ) Difficulty attending educational workshop due to busy schedule and commuting logistics
An online bike catalog to streamline and facilitate sales, allowing customers to browse their preferred models online.
Opportunity
Side View
Color-Coded Wayfinding
Innovated Space
Materials
To create a new track for which to connect with BWT. Increase online community by enhancing the visual unity of the Instagram and website. Easily access opportunities to connect with the community and acquire information.
The orange tracks are derived from the bike trail that runs through Bike Walk Tompkins and emphasize our purpose of a community hub, where people from different walks of life converge and unite. We extend the original painted grey color and add the orange line, echoing the activeness and edginess as part of the client’s goal and saving the budget on materials.
The original Bike Rack:
Innovated Bike Rack:
Interview informed modification of large workstation and ample space for workshop circulation.
Waiting area with visual access to both workshop area and view to the outdoor greenery, with merch display and small library. Interview informed solution for customers to socialize and also children to wait for their parents during workshop.
Smaller office space with space and height-adjustable furniture for two users and secure staff storage
Semi-open parts room with updated color-coded system to keep inventory and tools organized
The final estimated cost of FFE is $13,520, which is both feasible and cost-efficient.
Issue 2
Many customers return to the shop for simple, repetitive bike issues, often causing the store to become overloaded during peak times.
Self-guided tutorials to fix reoccurring & easy-to-fix problems, saving the time for both customers and employee
Opportunity
3
Current Customers,
1 ) Difficulty locating shop entrance since BWT is tucked on the inner side of a building on Cascadilla Street
4
Current Bike Rack,
1) Causes upper body strain
2) Inefficient use of space
3) Difficult to mount bikes
Opportunity 4 | Enhanced Bike Storage
5
Physical Space Users
1 ) Difficulty accessing bikes
2) Difficulty navigating through cluttered space
Multiprpose Area
Reception + Waiting Area
Parts Room
Office
