In response to the D&AD Brand a Bike Hire Scheme brief, we created an identity for the invented Brighton-based ‘Bright Hire’. Bike hire schemes are often dull and uninspiring. Bright Hire was created with the intention that it couldn’t be overlooked. Brighton is a quirky, colourful and unapologetically different coastal treasure. To honour this individuality, our scheme draws on the distinct visual aesthetic of the iconic Brighton stick of rock. Throughout the identity, rocky textures and stripes fill the illustrations, Pride-inspired wavy rainbows flood the posters and playful copy related to ‘rock’, ‘roll’ and ‘bright’ create a friendly and chilled out tone of voice. The identity spreads across uniquely Brighton touchpoints, such as a photo stand-in on the pier. Bright Hire also has its own rock-inspired route system. As an introductory offer, sticks of rock would be given out on the train from London to Brighton. On the paper slip inside the wrapping, there would be a ‘first ride free’ promo code; this would encourage people to try using the scheme. The name ‘Bright Hire’ would run through the rock itself. In collaboration with Lucy & Yak, Bright Hire would produce limited edition rock-striped apparel. Our identity is a celebration of the quirky, colourful and anything-goes attitude of Brighton. Bright Hire is as vibrant as the city, because Brighton rocks!