2nd Street Gears



Identity / Web Design


Statistics show more Americans are choosing bicycles as an alternative mode of transportation. The two-wheel lifestyle has sparked the development of cycling clubs in many major cities, including Austin, Texas. Social Cycling Austin is a community organization ran by the city's most enthusiastic cyclists. The organization hosts events every week for cyclists to socialize and share their love for riding bikes. I was inspired by Social Cycling Austin to develop a community-based bike shop called 2nd Street Gears. While other bike shops cater to more athletic or experienced cyclists, 2nd Street Gears primarily serves commuter and casual cyclists in downtown Austin. 2nd Street Gears is more than a retail shop; it is a one-stop cycling hub for fitness and social cycling. My goal for the 2nd Street Gears brand identity was to fuse cycling culture with a laid-back Austin attitude. I drew inspiration from Austin landmarks, Texas icons, and the interesting forms found in bicycle parts.



Bike Racks / Trail Directories

To raise brand awareness, I designed 2nd Street Gears bike racks and trail directories. The bike racks are located along sidewalks and parking lots throughout downtown Austin. Each bike rack includes an air pump and is designed to lock bikes at an incline to save space on sidewalks. The 2nd Street Gears trail directory is an interactive touchscreen display installed along Austin's major bike trails. The directory can locate restrooms, create routes, and call for emergency assistance. These brand extensions not only support the cycling community, but also boost the reputation of 2nd Street Gears as a reliable company.



Promotional Campaign

More than 50 locally owned specialty shops, entertainment venues, and restaurants make up Austin's 2nd Street District. In this district, 2nd Street Gears has the opportunity to partner with neighboring shops and bring business to a growing cycling community. Ride Weird Week is a promotional and collaborative campaign that I designed for 2nd Street Gears to promote cycling as alternative transportation, support for local businesses, and fellowship among Austin cyclists. Ride Weird Week is scheduled with different social cycling events like those hosted by Social Cycling Austin. For the campaign I created a brighter and more dynamic design compared to the original 2nd Street Gears brand. The illustrations feature a cyclist's shoes and bike, drawn with different shoe styles. For Ride Weird Week, I designed a poster series, social media campaign, and environmental design components. Ride Weird bicycles, large outdoor billboards, branded parking meters, and vinyl window graphics take over the 2nd Street District. The Ride Weird bicycles are locked up all over downtown Austin with mini event calendars in the tire spokes. Window installations are strategically placed to give the illusion that people are riding bikes while sitting in restaurants of cafés.