2014 Winners & Shortlists

Brief Explanation

The main challenge was creating a name and identity for a community that didn't exist. Fixed gear culture is new to Dubai. So the name and identity needed to reflect the urban/street culture of the offering but be welcoming enough for new riders too.

The Brief

Create a name and identity for a fixed gear community initiative Puma Middle East were launching. The identity would need to inspire and encourage fixed gear riders, enthusiasts and the uninitiated to come along for a ride.

How the final design was conceived

The Fishtail Rides activation is based on riding fixed gear bikes. The name was inspired by the motion created from a rear wheel skidding on a fixed gear bicycle, also known as ‘fishtailing’. We took the idea of the wheel and created a Fishtail inside the wheel. The typography was stencil like to appeal to the custom fits and finishes fixed gear riders apply to their rides.

Indication of how successful the outcome was in the market

From no openly accessible fixed gear clubs to 4 rides to date, with another 2-3 to come. Attendance started with 27 riders and has grown to 80 participants on the last outting. A social following of 3,000+ followers and eager future Fishtailers. The rides placed PUMA at the heart of the activation promoting the brand to all who participate or interact.