Identity + Collateral Design + Copywriting
There are few product niches that remain unfilled in the cycling industry. One of the industry’s fastest-growing segments is products designed specifically for women. While women make up a large percentage of enthusiastic cyclists, they have traditionally been underserved by companies designing bikes and cycling products. Many larger companies have addressed this gap with the creation of women-specific lines, but they present far fewer options than their men’s counterparts and are often inferior in performance to equivalently-priced men’s offerings.
Longbow Cycles makes high-end, women-specific steel bikes for enthusiastic or competitive cyclists. The company’s bikes are made by women for women. The identity should reflect their expertise, and refrain from condescending to customers with overt use of sexuality, as is common industry-wide. I chose the name Longbow to position the brand as strong, graceful, accurate, and flexible with connotations of precision, craft, and tradition. The brand’s aesthetic conveys the company’s personality and earnest passion for their work, but avoids frivolity; and the catalog copy was carefully considered to lend a clear voice to their unique philosophy.
A custom logotype reflects the precision craft of steel frame building.
Bike models are named for prominent female cyclists throughout history to establish a culture of women’s cycling heritage.
Trifold spreads allow component specs and geometries to accompany the images of the corresponding bikes.
Rider measurement cards allow for consistent bike-fitting practices across the dealer network, and ensure customers get the right bike for them.
This project was incredibly research-intensive, a fact that resulted in a very rewarding outcome. Every detail was carefully considered, from the company’s name and philosophy, right down to the parts-specifications and frame geometries; all of which are feasible and appropriate for each bike’s intended use. The catalog above would be used primarily in the context of a brick-and-mortar bicycle dealer; customers would be guided through it by knowledgeable sales personnel.