Washington Bikes (formerly Bicycle Alliance of Washington) is a non-profit advocacy organization that is the voice for bicyclists and a bike-friendly Washington.
Originally brought in to develop a new Website it became apparent the organization had lost brand focus and their differentiation against other bicycling organizations was unclear. Plus, a name change was being considered to become more relevant to today’s rider.
Guide the organization and lead them through a process of building a new brand identity and not just a website. They needed to refocus their brand and message.
Through our Discovery process we gained an understanding of what the current organization stood for and how they needed to differentiate and position themselves as the voice for all cyclists. Based on our brand audit, our recommendation was to develop a brand that made it easier to be identified and a more focused and consistent messaging platform.
An outcome was to rename them from The Bicycle Alliance of Washington to Washington Bikes.