My submission for D&AD New Blood Awards. The Brief 'Switch it up a gear' asked for (re)imagining the identity of a local bike hire scheme in a city of our choosing. This could be one that already exists or a new scheme.
I chose Cardiff, because I worked in a cyclist cafe in the city centre during my first year of uni. Cardiff cycling culture is growing and the goal of local cycling community is to create similar cycling culture to Amsterdam, therefore I created a bike hire scheme for Cardiff locals.
