Branding the City of San Francisco’s Bike Plan |
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| Market Government Services |
Traffic planners, community advocates, and bicyclists don’t always see eye to eye when it comes to sharing the road. When the City of San Francisco created a five-year master plan for integrating bike use into the city’s overall transit strategy, it needed a cohesive communications strategy to spark the interest of riders, drivers, and walkers alike. Working with the San Francisco Bicycle Coalition (SFBC), vs.Goliath developed a unique identity for the SF Bike Plan, creating a logo that | combined contemporary bold colors with subtle visual cues (look for the exclamation mark) to show that the plan was not “business as usual” for the City. We then extended this identity to presentation templates, flyers and street posters. Our marketing efforts were successful: in June, 2009, the plan was approved by the SF Municipal Transit Agency, giving the green light to over 40 projects geared at making the city safer and more accessible to cyclists. |