Bike Club
Kids Bike Subscription
Social
Advertising
OOH
Rethinking Kids' Bikes
Bike Club set out to challenge the traditional way parents buy children's bikes with a simple subscription model that grows alongside every rider. The campaign centred around one bold message: "Never Buy a Kids Bike Again", communicating the idea through confident, attention-grabbing creative designed to stop people in their tracks.
Bold by Design
Built around oversized typography, vibrant colour and dynamic motion, the campaign was designed to be impossible to ignore. Every asset focused on delivering a single clear message, creating a distinctive visual identity that translated seamlessly across digital, social and large-scale advertising.
The Challenge
The core challenge was translating the unique character of Pub in the Park — part celebration, part experience into a visual identity that could work across:
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Multiple cities and dates
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Large-scale environmental graphics
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Signage and wayfinding
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Apparel and merchandise
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Digital and printed collateral
The visual system needed to be loud and playful enough for festival environments while maintaining clarity and consistency across all touchpoints.
Approach
To meet this, the design strategy focused on a bold and energetic graphic language that could be easily adapted for different locations and touchpoints.
Rather than a single static logo, the identity used adaptable motifs and type treatments that could breathe and shift depending on context:
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Larger-than-life typography for environments
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Distinctive icons and patterns for activation zones
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Playful colour combinations to reinforce the festive experience
This allowed the brand to feel dynamic and flexible while keeping a strong overall identity system.
Made to Be Seen
From London buses and Underground billboards to social media, digital advertising and motion graphics, the campaign created a consistent presence wherever parents encountered the brand. By combining Out-of-Home advertising with digital content, the campaign helped deliver a 50% increase in subscribers, proving the impact of clear messaging and cohesive design.
Concept Development
Early explorations centred around building a visual vocabulary inspired by:
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The social, communal nature of the event
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The sensory experience of food, music, and outdoor gathering
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The need for high-impact visibility in busy event environments
Concept iterations explored how the identity could expand across scale, from tiny badge icons to massive onsite banners, making sure that it remained readable and engaging at every size.
The Solution
The final identity draws on strong typographic energy, flexible graphic motifs, and vivid colour to create a recognisable look and feel across all formats.
Key elements included:
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A bold, adaptable wordmark and type system
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A suite of visual motifs that support branding hierarchy
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Flexible colour builds that work in print, digital, and environment
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Modular graphics that could be tailored for individual cities or stages
The system reinforced the personality of the event: sociable, energetic, and memorable.
Applications
The brand was executed across a range of physical and digital touchpoints:
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Large-scale festival signage and stage branding
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Wayfinding systems throughout site layouts
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Event programmes and printed collateral
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Apparel, merch, and lifestyle graphics
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Social graphics and digital promotions
Each application retained the core identity while adapting to its specific context, helping attendees identify and engage with branded environments instantly.
Outcome
The Pub in the Park identity successfully delivered a dynamic and recognisable brand presence across multiple UK locations. Its energy and adaptability helped bring the festival experience to life in ways that felt exciting and clear for attendees, staff, and partners alike.
The flexible nature of the system meant it could be scaled confidently across cities, stages, and formats while retaining a sense of unity and purpose.
A vibrant, adaptable event identity designed to energize festival environments and create clarity within lively, multi-layered experiences.