Four Star Family Cyclery is leading the charge to make car-free living accessible to families in the Midwest.

PUTTING FAMILIES FIRST

Located in the heart of Chicago's west side, Four Star Family Cyclery was founded with the vision of helping families discover the simplicity of life by bike. Rather than catering to spandex-clad athletes, they specialize in lifestyle cargo bikes for families, equipping them for the challenges of urban cycling and the freedom that it brings.

Four Star came to me looking to build a family-first service brand that would pave the way for their impact in the local community. We quickly identified the importance of the brand being accessible to anybody looking to get on a bike, whether it be casual rides down the 606 or a family looking to ditch their car for good. And, as most bike shops haven't updated their web presence since the dawn of the internet, we needed tight systems in place that worked on a variety of digital platforms where their customers spend their time.

Deliverables

Brand Identity & Design
Website Design
Content Strategy
Collateral Design
Creative Direction

Partners

Photography
Liveside Media

Primary Wordmark

Crafting an accessible brand

Looking to speak primarily to young families, it was imperative to create a brand that felt welcoming to all–fun enough for kids and professional enough for their parents. We took notes from vintage craftsman signage and leaned on carrying through notes referencing the city of Chicago. The name harkens back to the four stars of the Chicago flag. 

Secondary logo design

Secondary Wordmark

Hexagon and Chicago star design
Chicago star design
Business card design for Chicago bike shop

Business cards

EXPANDING WITH COLLATERAL

After establishing the look and feel of the brand, we set our sites on developing collateral pieces that would support and elevate the customer experience. From bike tags to t-shirts, every piece we created was treated carefully and always with the customer in mind.

Designed bike tag for rentals

Bike tags for in-shop and events

Logo as enamel pin

Logo as a pin

T-shirt design for Chicago based Four Star Family Cyclery, featuring the logo design
T-shirt design for Chicago based Four Star Family Cyclery, featuring an Urban Arrow
T-shirt design for Chicago based Four Star Family Cyclery

T-Shirt Designs

Chicago-based Four Star Family Cyclery sticker designs lined up on a cardstock background

Branded stickers

Putting special emphasis on digital

The bike industry at large is years behind in the digital front. Given that Four Star works primarily with parents in their 20s through 40s, it was really important for both advertising and credibility to have a beautiful, functional, informative website and social media presence. We created a website that offers a wealth of resources, as well as very clearly laying out processes, recommendations, and makes life by bike feel accessible.

Homepage of website
Social media designs for Chicago bike shop

Social media template designs

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