Switchback is a bicycle repair shop in Riverside, Toronto. Their team operates in conjunction with social initiatives to provide employment to marginalized people as well as to provide their needed services in this bike-loving neighbourhood.
The objective was to both create brand illustrations and roll out elements of the brand Projektor developed in in-store signage and a custom Louis Garneau cycling jersey.
The silkscreened poster series, printed by Kid Icarus, was an affectionate and hyperlocal depiction of Switchback’s neighbourhood and its cyclists.
The illustrations were developed starting with an initial research phase, using Riverside maps and plenty of research on foot to identify the best-known local buildings and unique neighbourhood features. These elements were boiled down to the most iconic elements, including the Broadview hotel, Jimmie Simpson Park, the Time and a Clock Bridge, and the classic Queen streetcar.
Along with the local landmarks depicted, local cyclists were observed to create typologies for each of the cyclist characters to represent, such as the commuter, the cycle dad, and the vintage enthusiast.
Projektor Brand Image/B3 Strategy
Featured on the Applied Arts blog and Riverside BIA site