ddot - bike hire scheme branding

This is my submission for D&AD New Blood Awards. The Brief 'Switch it up a gear' asked for (re)imagining the identity of a local bike hire scheme in a city of our choosing. This could be one that already exists or a new scheme. I chose Cardiff, because of my work experience in a cyclist cafe in the city centre during my first year of uni, where I got really close with the local cycling community. Cardiff cycling culture is growing and the goal of local cycling community is to create similar cycling culture to Amsterdam, therefore I created a bike hire scheme for Cardiff locals.