Good Cycles
Scaling a social enterprise to a broader audience.
Sector
Social Enterprise
Services
Stakeholder Engagement
Brand Strategy
Brand Architecture
Key Messages
Brand Identity
Digital Design
Collateral Design
Good Cycles is a leader in the social enterpise space. Focused on providing employment opportunities for at-risk youth, Good Cycles’ offering had evolved beyond a bike shop to include large scale civil works and maintenance services. Good Cycles came to us to assess its brand architecture and define a brand strategy and identity that would allow them to flex across vastly different B2C and B2B audiences, moving them beyond ‘just a bike shop’. As always with for-purpose organisations, the brief was to create a brand that reimagined their future, without losing who they are today and the existing goodwill.
Changing lives and cities.
We created this brand statement to unify Good Cycles’ brand. Their work with at-risk youth changes lives, while their bike shop and bike-based business and government services change cities to be more sustainable. Brand identity assets were created to enhance the communication of this vision. The ‘G’ icon representing cycles of change, shedding the previous bike wheel icon that pigeon holed Good Cycles. A vibrant optimistic gradient was produced to represent ‘change’ and the transitions taking place both for at-risk youth as they find employment, and also cities as they become more sustainable.
Flexing seamlessly from B2C bike shop to B2B services provider.
“Raine & Makin were a wealth of guidance, creativity and patience in providing us with an identity that reflected the evolution and future of Good Cycles. We've received nothing but positivity since launching, and I owe it to the team for putting together such a polished and well-thought-out brand.”
— Jen Arnold - Marketing Manager, Good Cycles
Impact
Good Cycles has successfully launched the brand evolution to all stakeholders across Australia, with continued growth in their Business & Government services.