Once under the umbrella of e-Bike brand PWR Bikes, Superbolt was developed into its own brand and needed a new identity and Shopify site. HLC saw an opportunity to expand Superbolt's reach beyond bike shops and into power sports retailers, as an electric balance bike is a great, affordable option for parents not wanting to invest in a dirt bike.
My role: Shopify design, research, branding
Superbolt's USP is it's a safer and less intimidating alternative to a gas-powered dirt bike for young kids — "Designed with Parents in Mind."
During the team's research and analysis, we found similar products in the market focused entirely on the "cool" and "fun" factors. We wanted to tap into parents' anxiety about the dangers of dirt bikes and assure them Superbolt was the perfect transitional product.
Brand exercise that formed my approach to messaging
User persona that helped guide messaging and creative decisions
Blog posts posted soon after launch were almost exclusively focused on parents' peace of mind and an appeal to nostalgia.
In addition to the Shopify site, I was the lead designer on the new logo. There was very little distinct branding while Superbolt was under the PWR Bikes umbrella, so my goal was to create something fresh and unique.
Word cloud exercise for inspiration
Exploration and evolution of icon sketches
