Squiggy reimagines everyday mobility through a brand that’s energetic, approachable and unmistakably Australian. Created to inspire people to ride more often, the identity balances lifestyle, innovation and contemporary design, positioning the brand as an accessible alternative to traditional transport.
Freelance Contract via FUPHY MEDIA GROUP.
People don’t buy eBikes simply to get from A to B—they buy freedom, convenience and a new way to experience everyday life. Squiggy was built around that insight, creating a contemporary brand identity that communicates confidence, accessibility and adventure while delivering a consistent experience across every customer touchpoint.
CASE STUDY
The Problem
Squiggy required a distinctive brand identity to establish itself within Australia’s rapidly growing eBike market. The challenge was to create a brand that appealed to everyday riders rather than cycling enthusiasts alone, positioning the business as approachable, contemporary and lifestyle focused.
Squiggy required a distinctive brand identity to establish itself within Australia’s rapidly growing eBike market. The challenge was to create a brand that appealed to everyday riders rather than cycling enthusiasts alone, positioning the business as approachable, contemporary and lifestyle focused.
The Insight
People don’t choose an eBike because of the technology alone—they choose the freedom, convenience and enjoyment it brings to everyday life. The brand needed to communicate those emotional benefits before talking about features or performance.
People don’t choose an eBike because of the technology alone—they choose the freedom, convenience and enjoyment it brings to everyday life. The brand needed to communicate those emotional benefits before talking about features or performance.
The Idea
Develop a vibrant, contemporary identity that positions Squiggy as an accessible lifestyle brand rather than simply an eBike company. The visual language was designed to feel energetic, confident and distinctly Australian, creating a flexible brand system that works across digital marketing, retail environments and customer communications.
Develop a vibrant, contemporary identity that positions Squiggy as an accessible lifestyle brand rather than simply an eBike company. The visual language was designed to feel energetic, confident and distinctly Australian, creating a flexible brand system that works across digital marketing, retail environments and customer communications.
The Execution
I developed the brand strategy, creative direction and visual identity, designing the logo, supporting brand system, marketing collateral, digital assets and launch communications. Every touchpoint was created to establish a cohesive and memorable brand experience while supporting future growth.
I developed the brand strategy, creative direction and visual identity, designing the logo, supporting brand system, marketing collateral, digital assets and launch communications. Every touchpoint was created to establish a cohesive and memorable brand experience while supporting future growth.
The Outcome
The result was a distinctive and engaging brand identity that positioned Squiggy as a fresh and contemporary player within the Australian eBike market. The flexible visual system provides a scalable foundation for marketing, retail and digital communications while helping the brand connect with a broader lifestyle audience.
The result was a distinctive and engaging brand identity that positioned Squiggy as a fresh and contemporary player within the Australian eBike market. The flexible visual system provides a scalable foundation for marketing, retail and digital communications while helping the brand connect with a broader lifestyle audience.
My Role
Brand Strategy • Creative Direction • Brand Identity • Logo Design • Visual Identity System • Marketing Collateral • Digital Assets • Art Direction • Brand Launch • Production Management
Brand Strategy • Creative Direction • Brand Identity • Logo Design • Visual Identity System • Marketing Collateral • Digital Assets • Art Direction • Brand Launch • Production Management