As part of a three-year EU programme to reduce carbon emissions and increase cycling through marketing-based initiatives, the Royal Borough of Kensington and Chelsea commissioned Beam to create an identity for a locally-based cycling campaign. This campaign would incorporate a website, iPhone app, film and other cycle-related activities to encourage residents to leave the car at home and get on to their bikes.
Beam created the Bikeminded name and identity, designing a range of unique infographic-style icons and illustrations, based on the numerous ‘reasons to cycle’. The website formed the hub of the campaign, with the client able to blog easily on the home page. Beam directed, cast and edited the short film ‘Just can’t get enough’ which was viewed over 160k times on Vimeo, as well as creating the ‘Blue Plaque App’ a unique mobile app, guiding cyclists around Kensington and Chelsea’s famous dwellings. Once at the specific Blue Plaque location, the app responded to the geodata and streamed a voice-over narration about the famous person who lived at the property.