Launch identity and site for an e-bike that would rather be seen than explained.
Client
Lumen Cycles
Scope
Brand, Web, Motion
Year
2025
Timeline
12 weeks
(Challenge)
A new e-bike in a category that explains itself to death. Lumen wanted to launch with a feeling, not a spec sheet.
(Approach)
A wordmark that leans forward, a palette borrowed from city dusk, and a launch film with no voiceover. The site lets the bike take up the whole screen and then gets out of the way.
(Outcome)
Pre-orders covered the first production run in eleven days.
11 days
To sell the first run
1.4M
Launch film views
4.6%
Site conversion
(Next project)
Oto Records