2025
Portland Gear Hub
Full Deck
Background
Portland Gear Hub is a nonprofit providing affordable bikes and repairs to the Portland, Maine community. For 2026, they're launching a short-term rental program as a new revenue stream—serving commuters, tourists, and residents who need flexible transportation. The fleet consists entirely of refurbished used bikes, each with different frames, sizes, and color schemes.
Core problem
Unlike corporate bike-share programs that use identical bikes, PGH's fleet is entirely heterogeneous. Every bike looks different. The branding system needed to unify this diversity while remaining instantly identifiable on busy streets. Additionally, bikes cycle in and out of the fleet as they're sold—so any branding had to be easily attached and removed without damaging resale value, all within nonprofit budget constraints.
The Approach for Portland Gear Hub
I developed three concepts to address fleet identification. The first, "Flow Forward," highlighted the cassette gear in high-contrast orange—drawing attention to the mechanical component that makes every ride possible and tying directly to PGH's name. The second concept used vinyl wraps featuring Maine's topographic contour lines, transforming frames into terrain maps with bold, recognizable colors. The third concept was a removable license plate mounted with zip ties, featuring the topographic pattern, clear branding, and a QR code linking directly to the rental page. PGH selected the license plate system for its practicality: 30-second installation, zero bike modification, easy removal at purchase, and a built-in conversion touchpoint.
Steps Taken
Fleet Analysis: Assessed bike variability to understand mounting constraints and visual consistency challenges.
Concept Development: Created three distinct approaches balancing visibility, cost, and operational flexibility.
License Plate Design: Developed topographic plate with embossed branding, reinforced grommets, and integrated QR code.
Mounting System: Designed modular attachment using zip ties and carabiner clips for universal frame compatibility.
Collateral Assets: Produced supporting visuals and marketing materials to launch the rental program.
Results and Impact
The license plate system gives PGH a unified fleet identity without permanent modification to any bike. The topographic pattern creates street-level recognition while the QR code converts curious glances into rentals. When customers purchase, removing the plate becomes part of the ownership ritual—a clear transition from "borrowed" to "mine." The system scales affordably as the fleet grows and adapts to any bike geometry PGH adds.