If riding bikes became too buttoned up, it’d be boring. So we leaned into the fun of cycling to introduce the simplest, most portable multi-bike rack to the world. Because when a bike isn’t being propelled forward, it needs something to Keep It Up.

For this category-creating brand and product launch, I was involved in collaborative discovery sessions with the client. I named the brand. I developed the brand’s values, voice, tone, and personality. I concepted the go-to-market campaign, and wrote scripts, headlines, and social copy to build brand awareness. I also wrote the entire e-commerce website, and copy for packaging, print and OOH.