Getting a new business rolling—quickly

Brand Identity
UI/Web
Seattle Trike is the first shop in the Seattle area to specialize in selling and modifying recumbent tricycles. While this lack of local competition presents a significant opportunity, it also creates a challenge around education: Many people are either unfamiliar with recumbent trikes, or under the impression that they are only for individuals who can’t ride a bicycle—those with disabilities of some kind.
This new company needed a brand identity that communicates the benefits of these tricycles for people of all abilities—they’re fun, safe, and a great way to stay active and enjoy the outdoors. The right branding also was necessary to legitimize Seattle Trike in the eyes of manufacturers, a key factor in gaining access to industry-leading products.


Much more than just something ‘different’
To get a better feel for the company, we talked with the owner about his love for cycling (on two wheels or three), along with his goals, intended target audience, and competitors. We spent a lot of time focusing on the trikes themselves—how they work, their adaptability and accessibility, how they’re perceived, and how Seattle Trike wants them to be perceived.
It was easy for us to understand the branding and perception challenges the company faces, because other than seeing the occasional rider around town, we didn’t know much about recumbent cycling. Like many people, our prevailing thought regarding recumbent bikes and trikes was that they just look “different.” Our team wasn’t sure why someone would choose this option, or why they might need it, either.




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