Chain Reaction
Okay, let’s just get it out of the way now: this is a school project. There. But I love it. And that’s why it’s in my book. However, the assignment was no mere branding project. No, it was a capstone class project, and I had to come up with a concept for a company, several events and product, and then the brand and associated collateral. Chain Reaction is a bicycle recycling company in the Georgetown neighborhood of Washington, D.C. The shop specializes in turning bicycles rescued from the trash, Craigslist, or brought in by customers into pieces of art and pride. They hold events such as Critical Masses, bike rallies, and art shows.
When it came time to produce the pieces, I found some very earthy recycled paper and ran that through my printer. I was able to capture the recycled and refurbished nature of the brand in everything I created. For the brand booklet, I personally riveted nickel plates on as binding. Impractical? Maybe. But cool as hell? Definitely.
Overview
Client: Chain Reaction Bike Shop
Role: Art director, Graphic designer, Production artist.