Problem
Superpedestrian's Copenhagen Wheel was already celebrated for its award-winning design and advanced technology. Developed through MIT's Senseable City Lab and brought to market by the Superpedestrian team, the product transformed ordinary bicycles into intelligent, motor-assisted rides. Yet many potential users still viewed commuting by bike as intimidating, inconvenient, or inaccessible. The challenge was to explore how brand strategy and creative storytelling could help remove those barriers and create deeper emotional connection with new audiences.
Solution
Through an intensive three-day design sprint, we developed a future-facing brand marketing concept designed to make urban cycling feel more intuitive, inspiring, and attainable. Grounded in commuter research and brought to life through immersive art direction, the work focused on reframing the cycling experience from one of hesitation to one of freedom, joy, and possibility.
More from the campaign
User Research & Audience Insights
Conducted exploratory research to better understand perceptions of urban cycling, identifying common barriers including safety concerns, convenience, and confidence.
Creative Strategy
Developed a strategic framework focused on reducing hesitation and increasing emotional affinity through storytelling, experience design, and visual communication.
Art Direction & Campaign Concepts
Created a campaign concept inspired by "first light"—capturing the optimism and anticipation of a city waking up and the freedom of moving through it on two wheels.
Brand Experience Development
Designed future-facing concepts that showcased the intuitive nature of the Copenhagen Wheel and highlighted the seamless relationship between rider and technology.
Marketing & Activation Concepts
Produced a comprehensive style guide, campaign direction, pop-up experience concepts, and marketing framework designed to build awareness and inspire adoption.
Results
Gryphon Design Strategy developed a future-state brand vision for Superpedestrian, translating the Copenhagen Wheel—an urban mobility innovation developed at MIT's Senseable City Lab—into a more human-centered consumer experience. The resulting concepts explored how storytelling, identity, and campaign strategy could encourage urban cycling by focusing on the joy and freedom of the ride.
People don't follow technology. They follow possibility.
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