Cycle London
– Bike Hire Scheme
Digital | UI (University project)
The challenge
A brief set by the creative studio VBAT for D&AD to re-brand the identity of local bike hire scheme in London. My challenge will be to demonstrating how the new identity will encourage users to hire bikes and how I can capture the type of experience a person can get using this service.
The proposal
I am going to create a new identity for a bike hire scheme, my plan is to create a logo, bike wrap, advertisement mockups and an app prototype. Based on my initial bike hire research and personal use of bike hire schemes I will be creating visual content for a bike hire service. The ideal customer will a user of 16+ that is able to download the app and ride a bicycle, the user who may be a local to London or a tourist of the city can find new routes and further explore what the city has to offer.
Colour Scheme
Set of colours which stand out against the cities grey buildings.
I picked a bright red as a contrast colour on the three green shades.
Logo and design elements
Identity elements such as the pattern and map created using the set colour scheme, using these elements as an inspiration to the look and feel of the final logo design.
Taking the logo design further by seeing if it still as effective in black and white.
Way-finding Street Map
An example of a route through Hyde Park, with the start and end points. It also highlights areas which are great for photos along the route. This map is example of how routes will be presented and used on.
A navigation system of a wayfinding system for a selection of routes in an area of London. The main network and the final stop on the route. There are details on where are the next docking station for the bike, the photo opportunity spot which could be a historic site or a visually creative space. It also provides information on bike lanes, ensuring that the cyclist is practicing safe cycling on the roads.
Mockup Designs
Bus stop mock up, aimed at people using public transport
High Street mockup ad, promoting the bike app service
Mock up of a flag which can be used to direct cyclist to a docking station and for advertisement.
Application screen design
Created in Adobe XD
The app was design to be used for hire of bikes and more information on the service. The target audience come from all backgrounds , so the app needs to be easy to use and navigate throughout. I used the pieces of design work which was made earlier, this way the branding is constant and the same throughout and can be easier to identity
by users.
Demo video
Adobe XD
A prototype of the app with a run through of the screens as shown above, demonstrating buttons functionality.