Switchback Cyclery Brand Illustrations

Agency: Projektor Brand Image // CD: John Furneaux

Featured on the Applied Arts blog and Riverside BIA site

Target Audience:

Primarily locals in Riverside most likely to walk by: young parents with disposable income, generally mothers age 25–35 with a trendy Queen East sensibility


Switchback is a bicycle repair shop in Riverside that operates in conjunction with social initiatives to provide meaningful employment to marginalized people as well as to provide a needed commercial service in the area. The goal was to make the store feel like a more stylish destination as well as produce products both for in-store sale and for use as promotional items.


Posters were made by working with Riverside maps to depict iconic local buildings that would be recognized by the audience, and by observing local cyclists to create "typologies" to depict. The jersey designs were optimized by initially talking design out with a rep from the manufacturer.