BIKETOWN
Role: Creative Lead (Brand Identity, Campaign Development, System Design)
Agency: Motivate
Scope: Brand identity system, bike and station graphics, campaign assets, launch toolkit
When Portland launched its first major bike share system, BIKETOWN, Nike stepped in as lead sponsor. The project needed an identity and campaign toolkit that could live on bikes, kiosks, stations, and city streets—and feel instantly Portland. I led the creative, building the visual system and launch materials that took BIKETOWN from idea to in-market reality.
THE CHALLENGE
Motivate was preparing to launch BIKETOWN, Portland’s first large-scale bike share, in partnership with Nike. The system needed a cohesive look and feel that could scale from bikes to stations to citywide campaigns — all under the scrutiny of both city stakeholders and a global brand sponsor. Constraints included a tight timeline, minimal Nike-provided guidelines (logo, colors, typeface), and the practical realities of designing for physical assets like bikes, kiosks, and signage.
THE WORK
I developed a visual identity system that gave BIKETOWN a bold, recognizable presence across the city. The Nike-inspired orange palette and custom typography translated into a design system flexible enough for bikes, stations, print collateral, and digital campaigns.
Beyond the look, I created launch materials and campaign assets to build excitement and drive ridership. Working closely with vendors, I oversaw production for bike decals, kiosk graphics, and wayfinding signage — ensuring the brand rolled out consistently in the real world. The campaign toolkit also included digital and print materials that could scale quickly for marketing and sponsorship needs.
MY ROLE
Originally brought in to cover a maternity leave, I quickly assumed full creative leadership when the project’s CD went on extended leave. I directed the brand and campaign system end-to-end, managing design execution, collaborating with a project manager, and working directly with outside vendors. My role spanned identity creation, campaign design, and practical application — ensuring the system worked just as well on a bike frame as it did in a social ad.
OUTCOME
The launch exceeded expectations on both performance and buzz. In week one alone, riders took 13,402 trips and 1,640 annual memberships were sold; 150 founding riders celebrated the inaugural ride across Tilikum Crossing. Local media praised BIKETOWN’s self-sustaining model, and organic social lit up with photos of the bold orange fleet and branded stations. Seeing that early adoption—thousands of rides in seven days—proved that strategic design and precise execution can turn a decade-old idea into a community fixture. By building a unified visual system, providing clear printed guidance, and orchestrating the installation details, we lowered barriers to adoption, sparked genuine enthusiasm, and helped cement BIKETOWN as a true Portland institution.