A 50-Year-Old Company Rolls Towards the Future
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).
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.
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.
Campaign planning, strategy, art direction, project management
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.