Ben and Jef at Parkside came to us with a vision: to make biking more accessible to all riders. They prioritize inclusivity, and their visual identity had to reflect that welcoming, fun spirit while balancing real expertise in this field. This establishes Parkside as more than a destination; they are the trusted authority in a crowded landscape. Understanding the value of great service and a key location, we set out to bring the outside in.
The original building is one of the great treasures of Louisville, designed by world famous landscape architect Frederick Olmsted. Building upon the original store’s spirit, we worked with the owners to construct a scalable identity that changes as the business expands to additional locations and into online sales. The mark points directly to the location. The identity leans on colors that evoke springtime and summer. Patterns of watermelons, flowers, grass, and gingham tablecloths are juxtaposed with vintage imagery of the carefree nature of cycling. Each element is used to remind us of the great outdoors, even in the off-season. The founders are year-round cyclists. They know what they like and they know why they like it. They love the outdoors. They want everyone around them to love the outdoors as much as they do. This identity communicates that love, and pulls people into the Parkside experience.