PEDAL VERDE

Electric bicycles · Girardot, Colombia
Project type: Brand creation & product launch
Role: Brand Designer & Digital Strategist
Timeline: Long-term collaboration

Brand Creation, Retail Launch & Market Entry

Pedal Verde started as an idea with a product, but without the visual, commercial, or strategic tools needed to compete in the market. The challenge was not only to create a brand, but to launch it while selling a high-cost, unfamiliar product to an audience that needed clarity, confidence, and proof of value.

I developed the brand from the ground up, designing a cohesive system that connected identity, retail space, advertising, and activations into a single sales-driven experience.

Building a Brand While Launching a Business

Pedal Verde was developed as an end to end brand and commercial launch, where identity, physical presence, and sales tools were created in parallel.

The project focused on transforming a single product into a cohesive brand system, one that could operate consistently across retail space, printed materials, digital channels, and live activations, while actively supporting real sales and market entry.

The Challenge

Pedal Verde started with an innovative product and a name, but no brand, no visual identity, and no commercial structure.
The challenge went beyond design:

  • Entering the market with no recognition or trust

  • Introducing a premium-priced product that required education and justification

  • Opening a new physical store with no prior visual or commercial references

  • Creating materials that could actively support sales, not just branding

  • The brand had to be built while the business was already moving.

Brand, Visual & Activation Strategy

The strategy focused on speed, adaptability, and consistency.

The priority was to define a clear visual language that could be quickly deployed across physical space, printed materials, and street activations, allowing the brand to operate while the retail location was still being adapted.

Key strategic decisions included:
– Establishing a fast, reproducible graphic system adaptable to multiple formats and environments
– Designing modular visual elements that worked both inside the store and in mobile activations
– Creating materials that could be reused across campaigns, events, and points of contact
– Aligning visual communication with market research insights and a pre-launch awareness strategy

A Brand System Designed for Action

Instead of designing static assets, the visual system was conceived as a flexible toolkit that could move between the store, promotional materials, and live activations, supporting early visibility, market testing, and customer education.

Live Activations & Sales Enablement

Events and street activations played a central role in introducing Pedal Verde to the market.

I was responsible for planning activation strategies, coordinating promoters, and ensuring brand consistency across all on-site interactions. These activations were designed not only to generate visibility, but to educate potential customers, communicate the product’s value, and directly support sales.

Promoters were equipped with branded materials, merchandising, and clear messaging, allowing the brand to engage audiences in high traffic areas while gathering real world feedback. This hands on approach helped validate the product, refine communication, and accelerate early sales.