Through using Gimmebar, we have collectively captured a bunch of brands that are either competitors, we want to be similar too, or that we believe influence current bikers, potential bikers and so on. We also added some pure visual inspiration. We went after keywords like fitness, tracking, environment, bikes, transportation, social, lifestyle, nostalgia. When laying the cut-outs out on a table, we tried several different axes for structuring. In the end we were happy with the lifestyle vs. fitness axis, but the other yellow stickies became more like their own little islands, than a continuum.
Either way, we agreed that we are definitely closer to the lifestyle than the fitness space, that our brand should be somewhat creative and “designy”. It should be a Vimeo rather than a YouTube. It will appeal to creatives, but not be over the top hipstery, as we do not want to alienate the masses.
Our brand should feel informational (Feltron-style), though our target audience will not be athletes with $10,000 bikes that care about all kinds of very accurate, detailed data about their rides from a fitness perspective (heart rate, cadence etc).
We believe our target audience could be riding quite a lot of different bike types (road bikes, fixies, cruisers), but think that our brand very well could adapt the clean style of the Abici or the Public bikes. We hope to attract even the people that care about the stylish, old-style Pashleys or Gazelles with fancy baskets, leather saddle and all that, but we don’t dare to go in a too romantic, nostalgic direction with the brand.
Finally, we are flirting with the idea of an open source platform, which in itself will inform how the brand is perceived and how it appeals to more “geeky” audiences. We have not reached a decision on this yet, as we’re still researching various ways to go about when building the platform.