Branding Hílate al ciclo

Branding
Miguel Arias, Sergio Diazgranados y Laura Zamudio

“Individually, we're much larger
than ants, but collectively, their
biomass exceeds ours... They are
a good example of a population
whose density and productivity
are not a problem for the rest of
the world, because everything
they do, and use goes back to
the cradle-to-cradle cycles of
nature.”
Cradle to cradle
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Content
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07
Manifest
Environmental responsibility
Social responsibility
Design recycling
Material awarness
Low-scale Manufacture
Co-design
Polyvalence
Brand concept
Value proposition
Corporate identity
Visual identity
Brand architecture
Brand launch
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08
Brand concept
Moodboard
Design concept
Values
Beliefs
Logotype
Logo Symbol
Slogan
Color Palette
Typography
Aesthetic
Uniforms
Sub-brands
Brand position
Channels
Strategies
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Manifest
Environmental responsibillity:
We believe in the importance of generating new
cycles of use for materials that have fulfilled their
main function and are discarded. We recover these
materials and take advantage of both the qualities
of the material and the pre-existing design to create
new products with added value.
Design recycling:
We think about the designers, and all the work and
effort behind each graphic piece, and it seems unfair
that this is thrown away after a very short time, so
we want to take advantage of these contents to
create new narratives and thus revalue both the
material and the intangible content in each of the
products, giving them in turn a unique character
from the different aesthetics created.
Social responsibillity:
For us people come first, so we focus our efforts
on generating a benefit for all those who are part
of “Hílate al ciclo” (spinning the cycle) and that
from their knowledge support us in the creation
of meaningful products and generate a welfare to
all involved from the recovery of the material, the
manufacture to our users. We believe that working
and making gives us freedom and the possibility
of sharing our knowledge with others through the
products we design.
Material awareness:
We think about the future, and we want our work
to generate a change of awareness in people and in
the impact that each one of us leave in the world,
that is why we seek that every material we use will
stop being manufactured and discarded someday
when we understand the impact it generates.
In order to turn the page and look towards the
next challenge, we feel the need for continuous
exploration in the uses of various materials to give
them a new opportunity, identifying their problems
and exploring how we can give them a new cycle of
use that adds value.
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Low-scale manufacture:
For us it is very important to be able to dedicate
the time to design and manufacture each of the
products to provide our users with a quality product
that they can identify with. We also understand and
value the work of each of the people involved in the
creation of the product, so we manage a low-scale
manufacturing, in which we can spend the time
and effort necessary without affecting those who
produce it.
Co-design:
Polyvalence:
For us it is of great interest to develop products
that fulfill different functions, understanding that
in this way a benefit and value is generated from
multiple areas, both from the emotional, aesthetic
and of course from the functional, we want to help
make your life easier, and if from its design we
identify an opportunity to solve another problem,
we will make it possible, also offering a variety of
solutions, but that among all of them can join and
group together as the family that accompanies
you in your day to day.
We know that there are people, communities
and collectives who, like us, dream of creating
significant products that add value both for those
who make them and for those who consume them.
That is why we consider it necessary to unite from
our ideas, knowledge and desires in order to create
significant products that unite us in a common
purpose.
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Brand concept
Moodboard
We are a generation conscious and
concerned about the environment, so we
look for functional and environmentally
and socially responsible alternatives.
As a brand, we are concerned
about promoting responsible and
conscientious consumption habits
through our products.
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Design concept
Vehemence of the color
Excitement of senses (visual) by multiple stimuli of color and forms
that impact in a sudden or unexpected way to the receiver, and that
has a high contrast between its colors and the canvas or base on
which it is applied. canvas or the base on which it is applied.
Intertextuality
It is the operation of relating two texts, the hypotext, the graphic
design printed on the banner, against the hypertext, which
is the intervention through patchwork, the intervention with
other materials and the composition in the pattern making.
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Value proposition
Corporate identity
Diverse:
Value proposition: “Hílate al ciclo” (spinning the cycle) is a collective of
design and product development that joins forces to the current socioenvironmental
trends that seek to generate a positive change in society,
we do this from the creation of differentiating products in the market, in
this case focused on improving the charging experience for bike users in
the city of Bogota.
Our users use the bicycle as a concrete action of change and seek to
contribute from their daily lives to transform the city and the world
to make it a better place for everyone, so they look for products that
meet their ideals and demands and transform them into solutions that
correspond to their objectives.
“Hílate al ciclo” (spinning the cycle) differentiates itself from other brands
in the market by integrating solutions that improve the cycling experience,
integrating systems or solutions for the particular needs of cyclists, as
well as creating aesthetics from the color or textures with which cyclists
in the city feel identified.
Freedom:
Urban:
Sustainable:
Bike users can be understood as grouped individualities, as each is an
individual with diverse tastes, but all share a love of cycling and a desire for
more environmentally responsible mobility and personal wellbeing. Diversity
also refers to the different types and styles of bikes that exist and how the
combination with the users generates different needs.
Refers to the possibility of having products that reflect the identity of the users.
It connects with the context of our users, but also with the style we want to
transmit from the aesthetics of the products.
It speaks of our commitment to the environment and responsible production,
as well as to the people involved in the entire product chain.
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Hílate al ciclo
Visual identity
“Hílate al ciclo” (Spinning the cycle)
our name comes from a play on words
in Spanish where the cycle refers
to the transformation of recycled
raw material into useful products,
but also refers to the dynamic
processes of bicycles and that with
each pedal stroke is moving forward.
Spinning refers to the handcrafted
manufacturing processes through
which our products are made and
the aesthetics that represent us, but
also in an invitation to our users to be
linked to reuse processes, sustainable
mobility and socio-environmental
awareness that we promote from the
products we offer.
The logo symbol is the union of the name
of the collective in a fluid typography that
relates to the movement and change of
both the bike and the transformation
processes.
With the logo we want to show on the one
hand the process of recomposing that
we do and where from different layers
and colors generate unique compositions
with which each person can identify, we
also find the needle with the thread in
representation not only of the name, but
also the action of joining. Additionally, we
see the spokes that refer directly to the
rim of the bicycle tires, this is a graphic
element that connects with the market
segment to which our products are aimed,
the bike users.
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Logo variations
Fonts
Montserrat Medium
a b c d e f g h i j k l m n ñ o p q r s t u w x y z
1 2 3 4 5 6 7 8 9
Montserrat Bold
a b c d e f g h i j k l m n ñ o p q r s t u w x y z
1 2 3 4 5 6 7 8 9
Logo with images Black and white silhouette Logo on colored background
Slogan
Spinning new cycles, roll with friends
Bernadette
a b c d e f g h i j k l m n ñ o p q r s t u w x y z
1 2 3 4 5 6 7 8 9
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Color palette
Our colors are inspired by the aesthetics of the city, in the graffiti made by
the hands of contemporary artists and artisans of this new generation, who
seek change, transformation and freedom of expression, through shocking,
contrasting and disruptive colors.
CYMK
59, 49, 50, 43
RGB
87, 87, 84
CYMK
38, 30, 33, 10
RGB
162, 160, 155
CYMK
80, 24, 35, 7
RGB
21, 141, 154
CYMK
70, 0, 44, 0
RGB
60, 181, 163
CYMK
38, 16, 83, 2
RGB
174, 180, 72
CYMK
7, 0, 49, 0
RGB
245, 239, 158
CYMK
0, 71, 90, 0
RGB
236, 101, 38
CYMK
1, 83, 99, 0
RGB
229, 69, 19
CYMK
4, 82, 1, 0
RGB
228, 751, 148
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Aesthetic
Uniforms
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Application examples
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Brand architecture
In Hílate al ciclo we propose
the creation of sub-brands with
products focused on different
market niches and microsegments.
The common thread
of all sub-brands is based on the
development of products with
high value from the recovery
and transformation of materials,
to provide new cycles of use.
The first sub-brand is related
to urban bicycle users and is
focused on the design and
development of products
called MoBiCo (modular bicycle
container) and MiniCo (minimal
container), as well as the support
and complementary accessories.
complementary accessories.
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Brand launch
Brand positioning
Prior to the launch of the brand, we will carry out a campaign of expectation
and to publicize the brand and products in the “ciclovía” (Practice in Colombia,
where vehicles are restricted for half a day on Sundays, so that people can travel
on the roads on bicycles). We decided this space understanding the importance
it has in Bogota's bicycle culture, and the flow of people who participate in this
activity. For this pre-launch we will have some products on display and doing
tours around the promotion point, decals and cards with information about
our social networks and important launch dates and events in which we will
participate, additionally we will give away fabric collars, with prints alluding to
the brand for those who follow us on social networks, participate in a pilot test
of the product and give us a testimony or photo using it.
For the launching of the brand, we will try to make it under the framework of
an important day for bike users, such as the World Bike Day (June 3) or the fair
biciGO that takes place in Corferias from 1 to 4 December or why not a little more
informal events such as a ride through the city or a night bike ride. We seek to
link the launch with these events of interest to our users and that are related to
the target market, to reach our users more directly and in turn they can learn
about the product, the brand and the socio-environmental proposal that we
want to offer to the market.
Discounts: As a launching and market positioning strategy, we propose to
offer discounts of 10 to 20% in the first 3 months or while stocks last of the pilot
production batch of 100 MoBiCo, 150 MiNiCo and 200 interchangeable caps.
There are also seasonal promotions corresponding to times of the year of higher
consumption in our market niche, for example during the sports season of the
great tours, where the cycling community is more active, or in the periods of
the beginning of classes where students prepare for their daily routine in their
main activity and discounts on competing products also offer promotions.
With the opportunity offered by having a family of complementary products
and with the possibility of integrating among them, the opportunity for
promotional sales arises, where a discount is offered when registering for one
of the customization workshops offered. The objective is to motivate users to
buy and provide them with an experience where they can learn and add value
to their products.
Another of the combos offered is the purchase of one of the pieces that can
be personalized and in the framework of an important celebration within
the brand (such as reaching 1000 followers or the first year) participate in the
workshop and have the opportunity to intervene that piece purchased under
the guidance of experts.
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