Ella explains "We created an identity for the invented Brighton-based 'Bright Hire'. Bike hire schemes are often dull and uninspiring. Bright Hire was created with the intention that it couldn't be overlooked. Brighton is a quirky, colourful and unapologetically different coastal treasure. To honour this individuality, our scheme draws on the distinct visual aesthetic of the iconic Brighton stick of rock. Throughout the identity, rocky textures and stripes fill the illustrations, Pride-inspired wavy rainbows flood the posters and playful copy related to 'rock', 'roll' and 'bright' create a happy and confident tone of voice. The identity spreads across uniquely Brighton touchpoints, such as a photo stand-in on the pier; Bright Hire also has it's own rock-inspired route system. In collaboration with Lucy & Yak, Bright Hire would produce limited edition rock-striped apparel. Our identity is a celebration of the quirky, colourful and anything-goes attitude of Brighton. Bright Hire is as vibrant as the city, because Brighton rocks!"