RBKC_Like Riding A Bike — Identity
Beam were commissioned by the Royal Borough of Kensington and Chelsea, as part of a 3-year European initiative to raise the profile of cycling, in conjunction with TFL and Carma (Cycling Awareness Raising and Marketing Association). The brief’s was to encourage people from all walks of life in the borough to hop on a bike as an alternative means of transport, and that you didn’t necessarily have to be sporty or have all the gear to enjoy riding a bike.
We created an identity – Like Riding a Bike – to reference the freedom & nostalgia of riding a bike as a child. Working with photographer Caroline Irby, we then set up photo-points in key Kensington & Chelsea locations and persuaded cyclists to be photographed and tell us where they were going and what they were up to on their bike. We also filmed the whole process. The resulting images and film were then used to create a website, indoor and outdoor exhibition, telling their stories.