Content strategy for creative business.
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The Book Bike

We working with a Swedish company that makes mobile coffee carts to build an extension of a publishing brand on wheels named Specs (short for Spectacles, the name of our brand mark).

The Challenge

For the 50th anniversary of Chronicle Books, we needed a big idea for the marketing campaign—something we hadn’t done before. The idea of a bookmobile had come up several times, but after pricing it out including parking and maintenance, it didn’t seem feasible. We needed something else to help us stand out at trade shows, and to share the news with the local community.

The Solution

eco-friendly option, a solar-powered electric bike to add interest to brand activations and spread the magic of books even further. We worked with the company Wheely’s to produce it, and it came with a number of bells and whistles including a bluetooth speaker, solar panels on the roof, and motor-assist to get up these San Francisco hills.

Roles

Campaign planning, strategy, art direction, project management

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A 50-Year-Old Company Rolls Toward the Future

To celebrate the 50th anniversary of Chronicle Books and take the books where they’d never been before, I found a Swedish company that was willing to transform their mobile coffee carts into a library on wheels, and my team created graphic assets to give the bike a personality all its own.

Results

  • Appeared in locations such as South Park, IDEO, the Metreon, and Fort Mason.

  • Seen by an estimated 10K people.

  • Featured in Publisher’s Weekly.

Roles

Campaign planning, strategy, art direction, project management

The Challenge

For the 50th anniversary of Chronicle Books, we needed a big idea for the marketing campaign—something we hadn’t done before. The idea of a bookmobile had come up several times, but after pricing it out including parking and maintenance, it didn’t seem feasible. We needed something else to help us stand out at trade shows, and to share the news with the local community.

The Solution

I found an eco-friendly option, a solar-powered electric bike to add interest to brand activations and spread the magic of books even further. We worked with the company Wheely’s to produce it, and it came with a number of bells and whistles including a bluetooth speaker, solar panels on the roof, and motor-assist to get up these San Francisco hills. We also created accompanying Instagram and Twitter accounts so our audience could follow along, no matter where Specs was.

Team: Alina Buevich, Graphic Design + Specs Concept Art; Jenna Homen, Social Strategy and Copy; Wheely's, Bike Production; Liz Rico, Janice Echeverria, and the Marcom Team, Video.

Trailer

Website

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looking forward to delivering some wheelie good books, and maybe some better puns
— @SpecsBookBike
  Logo and web design by Alina Buevich

Logo and web design by Alina Buevich