SP—085 / Automotive & mobility · Social series
TWO WHEEL CLUB
A creative direction for a cycling community concept.
Concept projectAn independent creative concept for a fictional brand, not commissioned client work.
The hypothetical brief
Develop TWO WHEEL CLUB, a fictional concept for a cycling community concept. Category conventions can drown out the everyday reasons someone chooses a vehicle. The assignment is to make the proposition distinctive across a campaign poster, a social composition, a motion storyboard and a contextual application.
Who it’s for
People evaluating a vehicle or mobility service for their real daily journeys.
The strategic idea
“MORE CITY. LESS ROUTINE.” is the central creative thought. Frame the same idea at three distances: an immediate hook, a close detail and a final invitation. Connect a recognisable journey to a distinctive product silhouette. Keep technical, safety and environmental claims tied to supplied specifications.
The creative direction
An original wheel-inspired graphic, assertive typography and a #FF5A00 colour field create the visual language for TWO WHEEL CLUB. The four compositions change scale, pacing and framing while retaining the same signature.
This exploration demonstrates creative thinking and craft. It has not run as a live campaign, so no commercial results are claimed.
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