To give the campaign a bold, ownable identity, we created the Bikeminded name, and designed a range of infographic-style icons based on the many good reasons to cycle. The website formed the hub of the campaign, with our client able to easily blog on the home page; and we created a unique ‘Blue Plaque Mobile App’ to guide cyclists around Kensington and Chelsea’s famous dwellings, streaming a voice-over at each plaque about who had once lived there. We also created a Bikeminded short film, ‘Just can’t get enough’, which has been viewed over 250k times on Vimeo.