Bluerock Design Co.

bluerock design co

I like the scope and style of this branding project from Boston-based Bluerock Design Co. With the honorable aim of introducing kids to cycling and nutrition, the cleanliness, simplicity and boldness of this campaign are spot on. It feels like the overall aim of this project is inform and inspire, and the bright, crisp graphics really help in that cause. They’ve obviously had some fun in applying the concept to jerseys, bottles, shirts and tickets. A lot of times it feels like branding projects cover a familiar gamut of surfaces: letterheads, cards and websites. It’s nice to see this work on something a little more unique.

bluerock design co

bluerock design co

bluerock design co

bluerock design co

bluerock design co

bluerock design co

bluerock design co

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I like the design a lot, but for kids? I’m not sure kids would really appreciate this design or get excited about it. A little confused on the target demographic here.

Anna |

Found design |

I love the reference to the cycling movie, Breaking Away. However, I agree with Anna about questioning the design for the target demographic.

The design looks very derivative of Bikes Belong and their subsidiary People for Bikes. And by saying derivative, I’m being nice. Especially the infographic stuff.

Amanda |

Found design |

I think the design and branding in this strategy is just spot-on. “Kids” doesn’t necessarily have to be your 12 year-old and below. Our teens can be referred to as kids, even we can be called “kids”. Cycling does not belong to a certain age bracket. You just have to tap into the “kid” in you to enjoy it. So through this strategy, they didn’t limit their merchandise to kids alone.

If the target demographic for this campaign were actually children I would agree with you. It’s not, though. The target audience is families (cycling-literate families, I would imagine) and prospective donors. I think they did a great job of keeping things “donor-friendly” as well as creating appeal for a wider audience.

I’m having trouble seeing the resemblance between this and Bikes Belong or People for Bikes. Cycle Kids’ aesthetic aligns itself more with cycling culture (jerseys, bottles, transparency, white space), while to me, those others feel more corporate, visually.

Nice to see Buffet Script typeface being used!
http://www.sudtipos.com/fonts/27

Wonderful, Great to see your blog. It’s a nice topic. Glad to see it was all good. Thanks to share for this blog …………..

Love these printed garms. The hidden zip on the top image makes this center front type print look amazing! Awesome branding.

Like the design, it looks cool but is off the mark for kids – kids will find it too boring

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