Illustrator
Bike Sharing Branding Lievelo
process:
To kick off the branding project, I began with an in-depth brainstorming session focused on capturing the spirit of Lievegem. I explored local references, places, streets, and themes that resonate with the area to build a strong, subtle connection to my hometown.
Moodboards helped define the visual direction, inspired by Lievegem’s vibrant fields, bike-friendly routes, community events, and proximity to cities like Ghent. Core brand values I identified were: fun, convenience, freedom, and bright, colorful energy.
In early design explorations, I tested how the wordmark and graphic mark worked together using patterns. Although the initial direction was promising, I felt the wordmark lacked impact. This led me to revisit the typography, where I dove deeper into type research, adjusting letter spacing and kerning. I rotated the ‘e’s—drawing inspiration from the Lievegem logo and introduced an inkbleed effect symbolizing the Lieve River’s smooth flow, representing the seamless connection between the town’s three communities.
The flower element was retained throughout the iterations to honor the flower neighborhood in Lovendegem, where I live. Final adjustments created a more cohesive visual system between the wordmark and graphic mark.