wHO? whAT? where?
Cykl is a local bicycle shop established in 2018 in the Heights area of Houston. Cykl won the Houston 2021 AMA Crystal Award in the Branding for a New Company or Organization category.
approach.
The client had a vision of opening a bicycle shop that would cater to riders of all levels. They had noticed that many bike shops were unwelcoming to certain members of the cycling community, leading to a sense of elitism. Our objective was to create an approachable brand, with values and positioning that were based on inclusivity, education, and welcoming all potential bicycle enthusiasts. We developed copy, messaging, and a visual identity that centered around the idea that everyone is a rider - some may just need a little help along the way.
To build on the messaging and identity we worked to develop supporting material and elements that would help build a community through organic marketing efforts. Along with water bottles and shirts, we created stickers that could be placed around the city to garner interest.
We also worked on a local trail map that would allow the shop to partner with local businesses at key points around the area. We conceptualized an initiative that would gamify the trails and allow cyclists to earn points or stickers as they visited these businesses. Over 2000 maps were handed out in the shop’s first year.
Cykl achieved over $450k in sales the first year it was open along with over $20k donated to local non-profits.