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 and equipping them for the challenges of urban cycling and the freedom that it brings.
BRAND IDENTITY DESIGN
PHOTOGRAPHY: LIVESIDE MEDIA
Putting families first.
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 that be casual rides down the 606 or a someone looking to ditch the 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 the time.
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 Chicago, as the name harkens back to the four stars of the Chicago flag.
Expanding the brand 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.
Special emphasis on digital.
The bike industry at large is years behind on 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, and informative website and social media presence. We created a website that offers a wealth of resources, as well as very clearly lays out processes, recommendations, and makes life by bike feel accessible.
© Eléna Potter, 2021, All Rights Reserved