Act 01
A community with no visual identity.
Good Co. Bike Club launched in June 2020 with a clear sense of purpose and a growing community of riders. What it didn't have was a brand. No logo, no visual system, no website. Nothing that could communicate who they were to the outside world or give the community something to rally around.
My job as Chief Creative Officer was to build all of it from day one. The identity, the platform, and the operational infrastructure that would let the brand grow without breaking.
Act 02
Identity, platform, and everything in between.
The brief I gave myself for the logo was simple: create something that visually represents community and bridges that with cycling. The bike integrated into the letterforms of "good" was the answer. It wasn't decorative, it was the whole concept in one mark. I built both colorways and extended the system across every touchpoint.
The website wasn't just design, it was infrastructure. Event creation, RSVP systems, a merch store, and community presence all ran through the platform I built and maintained throughout the club's growth.
Act 03
A brand that grew into a movement.
Six years later the brand is intact. Visually consistent across jerseys, merch, digital, and events. 14.1K organic Instagram followers, 70K organic reach, 60+ weekly rides, and a nonprofit extension through Good Co. Cares that grew naturally out of the community the brand helped build.
Corporate partnerships with Schwinn, Cannondale, and Citi Bike came through the team's relationships. The brand they brought those partners into was mine to build and maintain. TV coverage on PIX11, features in TimeOut New York and Power 105.1. The creative foundation held through all of it.
Corporate Partners
Press & Media
Grants