The bicycle industry is an industry where there are many one time purchases of the product. Successful brands however, convert their buyers into brand ambassadors and into lifestyle brands. How does an electric bicycle start up not only sell their product and lifestyle brand, but encourage others to sell it for them?
In an effort to engage our customers past the point of just buying our product, we started building a brand that focused on the electric bike lifestyle and also encouraged our buyers to become brand ambassadors. We created the Faraday Riders Club and amped up social media outreach. We used the solid marketing base of the Faraday community to launch a new product via kickstarter, and raised above and beyond the goal to get the bike into production.
Creative direction, Brand Identity & Strategy, Design, Marketing
Faraday Riders Club
After purchasing a Faraday bike, a customer would receive this box of goodies and would become an inducted member in the Faraday community. As lead designer, I created, designed and produced all branded collateral as well as working closely with the director of marketing on strategy and budget.