D&AD brief by VBAT + Superunion

Brand a bike hire scheme in your city. Pick either a GPS, dock based or monthly lease bike scheme, depending on what makes the most sense to your chosen location. This challenge is all about the brand identity for your scheme. Don’t get hung up on what makes this scheme different from others, but instead how your identity can encourage people to opt for a bike over other options. Your identity should consider the opportunities bike hire can offer someone in your city, the experiences they’ll encounter and create an identity that sells this opportunity.

Solution

In cycling, “bonk” describes a point of exhaustion that makes it impossible to go further. Also known as “hitting a wall”. Sydney is littered with bike shares that have hit a wall – they’re dumped carelessly into our city and are disconnected from our realities. We’re BONK. A bike share that’s hitting the walls so hard, we’re pushing right through them. We’re moving away from big tourism & large corporations, and shifting the focus on our diverse communities that are brimming with unique local businesses & stories. We’re opening up Sydney, and want you to discover it.

Creative Team

Jisu Im, Michael Spiteri, Mulanne Phan

Branding

BONK wants to push through a one-dimensional experience of the city to connect with and discover all of Sydney. Our bikes and stands are area-unique, and reflect the diverse nature of Sydney.

Logo

BONK is constantly pushing against the walls to go beyond the surface. This is reflected through two logotypes, which emphasise a diverse city and a brand that is constantly expanding alongside it.

Colour Palette

Each sub-division of our city has its own unique colour combination, and these come together to create the palette of Sydney, and of BONK. These combinations further accentuate the diverse yet harmonious spirit of Sydney. Each bike is adorned with a section of its area’s grid, always reflecting its location.

Murals

We’ve made it possible to really push through the walls. Simply scan these murals with your phone, and reveal Sydney’s bendy grids within.

Wayfinding

Our Bonkies are ready to guide you all around town, and tell you all about our Local Legends – the great small businesses we’ve partnered with. Find them in winding alleyways, on windows, or while riding down the BONK lane.

Merch

Ready to push further? Tap on, and get rolling! You can rack up BONK credits as you ride to get yourself some merch, or earn free rides.