In Orbit

Electra built its name on the Townie, its flagship bike. In 2017, the brand was launching the Townie Commute, an upgraded electric take on the original favorite. I pitched a cheeky, out-of-this-world, multi-channel campaign that played off the fun of reimagining the daily commute and Electra’s playful, irreverent spirit. To ground the concept on planet Earth, I layered in stories of sustainable craftsmanship and customer connection. I co-directed the lifestyle shoots, illustrated key assets, co-designed the catalog and campaign collateral, and developed bikes and accessories.

—Art Direction
—Integrated Campaign Dev.
—Narrative / Story
—Digital Design
—Editorial Design
—Illustration
—Product Design

(Photography) Brian Kuhlmann
(Creative Direction) Robin Vallaire

Houston,
we have a commute.

I concepted the idea and per always, our team had a lot of fun building this out. We told the story of our products and brand values through the lens of this playful, cinematic world. Sometimes cosmic, sometimes earthly, always full of exploration, connection, and self-expression.

Each campaign element played a distinct role within the larger brand narrative. The maze took you on an adventure. The bikes brought you there in style. The helmets got you there safely. The lifestyle shoot captured attitude. The catalog told our stories. The website did just about everything else.

Cosmic Commutes + Human Connection + Playful Perspective + Eco without the Ego

For the lifestyle shoot, I co-developed wardrobe direction and visual concepts that balanced playful perspective with expressive styling. Grounded by eclectic landscapes and candid human moments, the imagery brought warmth and narrative depth to the broader campaign system.

Our team curated a range of color for the campaign, that we then broke into palettes for each collection. Townie Commute was a mix of luxurious neutral tones for the everyday rider, Cruiser had a sunny and bright palette for the beach lovers, Kids was lively and playful, and so on. I designed helmets, bells, and other accessories to match each. 

We worked closely with our internal product teams and overseas factory teams to refine each product and bring it to scaled production.

Each year, our team launched 4-6 Limited Edition Art Bikes as collectible product releases.

In the spirit of the campaign, I developed a cosmically fun kid's bike because, who better to commute with than aliens and shooting stars? I hand-illustrated and designed every detail. The color palette was chosen with kids in mind—bright, bold, and ready for liftoff.

For the earthly kids, I designed Jungle: an imaginative forest equally full of wonder, curiosity, companionship, peaceful naps, gentle movement, and soaring beauty. I hand-illustrated every element, contoured the artwork to the bike’s frame, and refined a vibrant, fantastical palette through production.

Our annual catalog was one of our most beloved marketing pieces. To carry the campaign’s sustainability story into its production, we sourced 100% recyclable paper and lower-impact printing methods. I placed each product within the rider’s world by weaving its name into the surrounding environment and pushing perspective, angles, and unconventional layouts throughout.