Edison Bicycle Company
Get there Faster
“Built For You”
In 2018, I began working as their Brand Strategist for e-bike startup Edison Bicycles Co. When I started, they had a massive surplus of bikes and struggled to reach their audience.
After a lot of ideating and research, we began targeting different industries. Edison sold out of stock 8x during my time there, tripled in growth, constantly surpassed sales goals, and had an entirely new purchasing experience for their customers and partnerships.
To date, they have not been unable to remain in stock of their beloved e-bikes.
The heart behind the shift from “Get there Faster.” to “Built For You.” was simple — I believed this product was built for the unique needs of EVERY individual in the city of Atlanta. The campaign and story wrote itself more like a love letter to the city, selling Atlanta first, and the electric bike was natural the best way to experience the city. Whether commuting to work or enjoying time with your family, it was no longer about solving traffic problems but became a vehicle for child-like joy.
Over the years, I’ve been able to work with some of the best designers, writers, engineers, entrepreneurs, executives, artists, and even celebrity chefs.
After working alongside a team of developers, we relaunched the company with this new website design.
In 2020, the Edison Cargo was initially designed for the customer-base with families (who might need the extra space) the rear is designed similar to a pick up truck, with various attachments for baskets for groceries, and child seats.
Edison Cargo V1 Launch:
The costs of producing the frame and parts for the cargo came at a much higher expense. In order to minimize the risk, the goal was to sell the entire fleet before they were finished. I began imagining solutions for other audiences besides families. After all — the new message “Built For You” was a created with idea that the bike was built for every individual, and for any purpose.
After looking at other industries in Atlanta, it could be designed for solving many of the urban small business problems. Including making a small pizza shop in Inman Park the #1 Pizza place in the ATL in a few months. after designing a Pizza gimbal to deliver their pizza safe and sound, without ever getting stuck in traffic.
PROJECT NASCAR X ELECTRIC WORLD:
Marcus Lemonis, CEO of Camping World and NASCAR Sponsor, and recently launched Electric World. The goal was to get his attention and become the only e-bike sold nationwide in the camping world and electric world.
We designed and produced a mock-up of a NASCAR Racing Design, and entered it into a NASCAR competition with other graphic designers. Not only did it get his attention, but he was also on the phone with his purchasing staff within the hour.
Museum of Design Atlanta: Future of Biking Exhibit
One of my favorite projects was leading a team of designers and architects to renovate The Museum of Design Atlanta, and reopen with the exhibit “Bike to the Future.” It featured many new innovative bikes across the industry, and of course had a specially designed space to showcase Edison Bicycles Co.
This is just a fraction of the campaigns, features, collaborations, and projects produced for Edison.
From using brand archetypes with Korean-Hip Hop artists needing to differentiate themselves in the music industry to small-beverage companies competing with global giants in the cities, they are based — I’ve been able to work on so many incredible projects over the years. I hope to bring my experiences to serve your customers and win alongside your teams.
