Callum stringer
BallyBikes was a submission to the yearly D&AD design competition.
The brief that I chose was set on creating branding/rebranding of something had could help your local economy. I chosen to focus on Northern Ireland's transportation infrastructure.
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D&AD competition | Branding
Background
This project was intended to highlight an ever growing issue in Northern Ireland, the lack of public transport/transport in general.
Around 40 years ago the country had a state of the art railway system which was beloved by locals. Due to cuts in funding over the decades, there are now only two train lines, and reduced locations.
Get to Know Us
It's a well known story around the country, at how good Northern Ireland's transportation infrastructure used to be. This is now a story of the past. With the country having limited transport routes, it requires most people to learn to drive from an early age.
Northern Ireland has the highest road fataility rate per million across the entirety of the U.K and one of the highest in Europe. This was one of the main causes for this project
Introduction:
Europe has been hit by a new epidemic... Bike rental schemes. Like with most other trends, Northern Ireland is a bit late to the party.
BallyBikes is a new and unique way of travelling for those in Northern Ireland, Often seen as a country behind the times, it has 6 bike share scheme across the country according to google, 6 bike shares between 1.8 million people. This is why I focussed on a GPS based bike scheme in Northern Ireland, a country which thrives off culture, history and uniqueness, all qualities that I incorporated into the creation of the ballybikes brand.
A unique blend of neccessity for transportation, visual appealing branding, compiled with catchy connotations & colloquialisms. All of these attributes go hand in hand to make a formidable company which should appeal to the Northern Irish public. As a country with one of highest road death statistics in Europe, something needs to change and I believe that ballybikes can double up as a solution to this awful problem.
Language
Taglines
Language
Northern Ireland is a unique country when it comes to language. Despite speaking English, it almost has it's own dialect. It's also a country which thrives off it's own personality, this is something I tried to play on in the language choices. Instead of
using more formal slogans and call to actions. I wanted 'Ballybikes' to utilise the
local dialect and colloquialisms.
Where a regular bike company may use a call to action such as 'with top speeds of 20mph you'll get to your destination in no time'. I thought Ballybikes could utilise local language with a call to action such as 'If the junctions empty, give er plenty'.
It's more relatable to the the demographic and opts to try and create a personal connection with people viewing. It's important in branding to understand your target audience. Just because a campaign thrived in central London, doesn't mean it will have the same success in a more unique and rural part of the United Kingdom.
'If the seats empty, give it plenty'
'Keep er lit'
'Go on, treat yerself'
'Get on yer bike lad'
'If the Junctions wide, let it slide'
'Like a D-Turbo on 2 wheels'
'No dough no problem, it's £2 an hour'
