Vélo à Paris

Client: School project
Services: Artistic Direction
Role: Artistic Director

Problem

The practical aspect of cycling is not yet anchored in all mentalities and some inhabitants still ride traditionally with their car. The aim is to convince a varied target of the benefits of cycling both for the body and for its ecological performance.

Objectives of the communication

• Create a logo “Vélo à Paris” to federate a community of cyclists
• Create a visual charter to be declined on a poster
• Write catchphrase that motivates the audience to take their bike
• Declination of the poster to create a banner on social networks

Positive points

• Fastest mode of transportation without spending money
• It’s ecological
• Convenient to travel when there is traffic on the road, but also generally
• Easy to park
• Health benefits such as muscle development
• The development of cycle paths thanks to the Mayor of Paris
• Self-service bike deployment (Uber Jump, Mobike, Donkey Republic, Oribiky)
• The deployment of other eco-friendly self-service transport methods (Lime, Bird, Dott)

Negative points

• This is dangerous in the sense that the bike does not have native mirrors
• Accidents because cyclists are more fragile because they have little protective equipment besides helmet, gloves and yellow vests
• Retain car or two-wheeler purists
• Can carry can thing in the basket compared to a car that has a trunk
• The text of the “Vélo à Paris” logo is half-long

Reformulated issues

“How to encourage car or two-wheeler purists to use bicycles more often in Paris?”

“How to establish a communication and account of the physical benefits around the use of the bike?”

“How to make the use of bicycles in Paris more attractive to motorists without denigrating them through one or more graphic universes?”

“How to communicate and make Parisians aware of road safety while getting them to use the bike?”

Brainstorming

Write down every words that you have on your mind. Just like this:

Glasses, helmet, shoes, padlocks, chains, anti-theft, handlebar, brakes, yellow vest, basket, pedals, seal, light, lighting, two wheels, wheels, circles, round, light, fast, balance, sport, sweat, water, fatigue, effort, legs, dodge, cap, health, sneaking, figures, roll, advance, slalomer, temperature, cold, marathon, road, path, walk, visit, places, live together, community, 2 places, practical, comfort, cities, regions, ecology, path, work, delivery, delivery, race, marathon, fun, landscape, view, docks, Seine.

Lexical fields

Then, group all the words into 3 separated categories:

Characteristics

Glasses, helmet, shoes, padlocks, chains, anti-theft, handlebar, brakes, yellow vest, basket, pedals, seal, light, lighting, two wheels, wheels, circles, round, light, fast.

Physical

Balance, sport, sweat, water, fatigue, effort, legs, dodge, cap, health, sneaking, figures, roll, advance, slalomer, temperature, cold, marathon.

Lifestyle

Road, path, walk, visit, places, live together, community, 2 places, practical, comfort, cities, regions, ecology, path, work, delivery, delivery, race, marathon, fun, landscape, view, docks, Seine.

3 different axis

Finally, dig a little deeper to find 2 subcategories for each category:

Characteristics > Difference > Shapes
Physical > Position > Movement
Lifestyle > Behaviours > Interaction

For each axis, I made a graphic benchmark so I can take inspiration from it.

Axis 1: Shapes

Axis 2: Movement

Axis 3: Interaction

Which one would you choose?