Speed
Client
Services
Industry
Year
Speed approached us with a clear but complex mission:
To differentiate themselves in a saturated market of mobility solutions, and to build a brand that visually and emotionally communicates agility, performance, and modern urban lifestyle. While their bikes delivered on speed and design, the brand identity lacked the visual velocity and punch needed to match the product promise.
Key challenges:
Lack of a cohesive visual identity that matched the energy of the product
Need to appeal to a young, professional, city-dwelling audience
Create branding that works seamlessly across digital and physical platforms
Compete with both tech-focused e-mobility startups and legacy cycling brands
As brand designers, our focus was to amplify Speed’s essence — movement, momentum, and modernity.
Brand Strategy & Visual Language:
Positioning: Speed as not just a bicycle company, but a movement enabler for the fast-paced urban professional.
Logo Design: A minimal, aerodynamic logotype with angular cuts inspired by motion lines.
Color Palette: A sleek combo of midnight graphite and streaking neon red, echoing both speed and city lights.
Typography: Custom type with kinetic rhythm, embodying the swift flow of a cyclist cutting through traffic.
Imagery Direction: Motion blur photography style (as shown in the image) to evoke speed and urgency.
Digital Touchpoints: UI/UX aligned to fast interactions, minimal load times, and swipe-based navigation.
Brand Voice: Assertive, modern, and purposeful — "Built for now. Designed for next."
The redesigned Speed brand launched across digital platforms, packaging, and outdoor ads with immediate traction.
Results within 3 months:
+62% website traffic post-launch
+48% increase in direct-to-consumer sales
Brand recognition uplift by 35% (survey across 5 major cities)
Secured a strategic partnership with a leading ride-share platform
Earned media coverage in Fast Company, DesignBoom, and Wired Mobility
“Daren captured our vision perfectly. The brand feels futuristic, premium, and unmistakably ours”
