Voyage Bike Hire.
D&AD NEW BLOOD AWARDS
Brief: Imagine the identity of a bike hire scheme in a city of your choosing. Don’t get hung up on what makes this scheme different, but instead how the identity can encourage people to opt for a bike over other options. It should consider the opportunities bike hire can offer someone and the experiences they’ll encounter. The identity should sell these opportunities.
PROBLEM, INSIGHT, SOLUTION
As of 2017 there were 125,146 vehicles registered in Jersey; with a population of 105,600, there are currently more cars than people. In May 2019, the Government declared a climate emergency, recognising the issues surrounding congested roads and increasing pollution.
With 22% of the workforce based in financial services, crippling desk jobs and depleted exercise leaves opportunity to reshape a target audience that sees 73% of workers travelling by car. The health benefits of cycling, coincided with unspoiled cycle routes, means Jersey is calling for a new cycling experience that overrides the current inconvenient and outdated approaches to bike hire.
Voyage looks to provide the island with a convenient and attractive alternative to travelling by car, in a location where the numerous views and historic landscapes should be enjoyed. Through a combination of working with local companies and providing users with rewards, the scheme will not only encourage user interaction but will help uncover and promote the many spectacular experiences Jersey has to offer.
VISUAL DRIVERS
TARGET AUDIENCE
BRAND ASPIRATION
GETTING JERSEY ON TWO WHEELS, NOT FOUR.
THE LOGO
Jersey is central to the Voyage branding. Represented through a sand crocus, a flower which is unique to Jersey and therefore placed at the centre of the design. The negative space that creates the flower is formed by a circle of silhouettes, indicating the sense of freedom and community that the brand aims to promote.
TRADITIONAL BIKE
ROAD BIKE
Inspired by the most commonly used bike designs around the island, Voyage offers two alternative designs. Both the traditional and the road bike aim to imitate that of an individually owned bike, creating a more desirable and attractive option compared to a standard bike hire scheme. A choice of five different colours creates a more personal experience, allowing users to feel more comfortable having chosen a style suited to their taste or mood.
BIKE STANDS
Using GPS tracking to locate each individual bike, the inconvenience of having to return each model to a specific dock is avoided. This provides a greater sense of freedom for the user with regards to where and when they obtain and return a hire from.
To encourage the idea of island-wide availability, bike stands will be dispersed across the island to benefit user access. Stands will be placed near key locations such as offices, shops and populated housing areas.
The design of the logo is reiterated in the design of the stands, helping the island to flourish rather than creating an eyesore.
THE APP
As the bikes use a GPS system, bikes are hired through an app. This can be used to locate, unlock and pay for bikes.
WAYFINDING
Location of the bikes is indicated on the map, where there is more than one bike the number available will be outlined. Routes are recorded to provide an accurate account of the time and distance travelled and users are able to log this. In addition, a preferred route can be entered prior to setting off; this will assist in planning a journey suited to the needs of the user based on fields such as efficiency, popularity or scenic appeal.
COMMUNITY
The brand prides itself on bringing people together. Whether you’re cycling for work or leisure, in a group or alone; individuals can share their journeys with friends, family and colleagues alike. From seeing the activity of friends, developing your own personal profile or joining a group, Voyage has something for all users.
Join Groups with friends, family and colleagues. See what routes they are enjoying. When a user is currently hiring a bike, a dark purple circle will outline their profile photo.
REWARDS
In order to promote the beautiful landscapes and the many attractions the island has to offer, Voyage implements a reward system that benefits user interaction. The more journeys taken, the more rewards on offer to unlock. A vast choice of rewards means there is something for everyone, from free journeys on voyage bikes, to vouchers and discounts at some of Jersey’s most popular hotspots.
ASSOCIATES WELCOME PACK
Voyage looks at promoting cycling to those who need a boost to their mundane 9-5 desk job lifestyle. By working with business and finance companies, there is the option to sign up through a place of work. Those who sign up through the scheme obtain discounted prices for journeys, as well as receiving a branded welcome pack in the process.
