Spheara are a startup premium bicycle maintenance service based in New York, USA. Aimed at serious cyclists who want only the best for their pride and joy, Spheara commissioned us to create a strategy and identity for brand focussed on exceptional customer service and unrivalled brand experience.We developed a brand strategy, identity and suite of brand assets that truly captured the spirit of this superior mobile bicycle mechanic service.

Through remote video conference workshops and market research we helped Spheara set a vision for the brand that crystallised their purpose, position and attitude.  Spheara know that cyclists want to be on the bike as much as possible and dealing with bike maintenance is probably the last they want to worry about themselves. It’s Spheara’s passion to give cyclists more time to ride. They do this by making bike maintenance as easy, convenient and pleasurable as possible.

We created the brand vision statement to capture the greatest thing Spheara can give their customers. Time. Time to do what matters to them most, to ride. Whether customers need a simple service, a complete rebuild or a problematic component Spheara want them to concentrate on clipping in and rolling out without delay.Through their service Spheara enable cyclists to stop worrying about the creak from their bottom bracket, about when they can get to the shop, about whether they can entrust their pride and joy to a stranger. The vision statement captures this sentiment and portrays the brand as cyclists too.

Our principal challenge was to create a premium brand identity that the style conscious audience would align with. We employed a predominantly monochromatic colour palette, with flashes of red to add distinction and recognition where appropriate.We infused all of the brand’s copywriting with enthusiasm for riding, as opposed to technical jargon and spec sheets. We positioned Spheara as the brand who cares, but also the one who understand the nuances of cycling.

It was vitally important for us to demonstrate Spheara’s passion for cycling and desire to create a premium service brand that was as enjoyable to use as it was dependable.

In any communication, the seven key elements;  logo, colours, typography, illustration, photography, and tone-of-voice, combine in varying degrees to convey the Spheara brand.

We created Spheara as a monochromatic brand, predominantly showing confidence through the use of black and white. However, to stand apart in areas of mass mono surroundings, we employed vibrant gradients reflecting the NYC cityscape glow. This gradient allows us to dial up the personality when the brand needs to shout.; a mechanic’s van driving through the city, the bidon stowed on a high-end bike and the cycling kit of the loyal customer.


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