OnBikes

OnBikes overview

For OnBike’s, copywriter Noelle Griffin, and I had to brand three merchandise lines for OnBike’s to reach a broader group of trends. OnBikes is a local nonprofit that has attracted a cult following over the last few years. To further their mission of providing bikes to at-risk and underprivileged children in the community, and give their supporters something to get excited about, they wanted to open an online store. But to make any money from an online store, they would need new merchandise to sell.

Initially looking into OnBikes, we discovered that they have a diverse group of followers. As an organization, OnBikes’ mission resonates with all kinds of people who all approach a bicycle differently. So, we broke their audience down into three different groups: The Enthusiasts, The Cruisers, and The Party People. Having this realization, we proposed three different product lines.

The Party People

The Party People are the people who always pack a few White Claws in their camelbacks. They aren’t decked out in bike gear, but they brought glitter for everyone to share, which thank god someone did, right? They’re the ones that will listen to you talk all about that awesome ride you took and then ask if you have an extra bike they can borrow.

The Cruisers

The Cruisers are the cool kids. They take life easily. They live day-by-day and are usually down for whatever fun idea you throw at them. They’ll meet you out for a bike ride but ask, “did you want to go before or after lunch?” They don’t see biking as an everyday kind of activity but more of like a laid back Saturday kind of thing.

The Enthusiasts

The enthusiasts identify as bikers or cyclists. They’re the people that are always training for that next big race. They’re the people that make you wonder, “where do they find the time?” They push themselves harder, and it pays off. The Enthusiasts channel their inner Lance Armstrong regularly. They push up hills and weave through traffic like nothin’ because their bike is an extension of themselves.

The TriCycle Event

In identifying these core groups of OnBikers, we also thought there was an opportunity to get more involved in the community. There is so much potential for OnBikes to host another event to become more widely recognized and garner more support. We suggested that OnBikes host an annual race. Or rather, a series of races. We could introduce this event as The TriCycle... get it? This event would keep the OnBikes community engaged year-round. We could use the event as an opportunity to showcase and sell our spectacular new merchandise as well as other product offerings.