The Challenge : The creative studio VBAT set out the D&AD brief, the main focus is to re-brand the identity of local bike hire scheme in a city of my choosing. I need to demonstrate how the new identity will encourage more people to opt for bike hire, showing examples of why the person should opt for bike hire from other options through a demonstration of the sort of experiences they can gain from it. The Proposal : I decided to create a new bike hire scheme which will be based in London, I am going to create a name and logo for the new bike hire scheme, with an example of a bike wrap design and a prototype app design. The main focus is to show how the identity will stand out from the rest of the schemes and encourage tourists and locals to ride. I looked at how I can encourage a person to use the services by highlighting the different in time that it takes to get from point A to B. The app contains hire services, the user can locate and unlock a bike, input their own route or pick a routes which are available in the app, each route is meant to show the best of the city.