Project summary

Tack is a new turn in the world of bike shares. In Portland, Oregon, a city that runs on two wheels, the locals needed something that was just for them - no more competing with tourists for a reliable morning commute.

This bike share needed a brand name, identity and mobile app to get started. The name Tack means to change direction - a new take on an old idea; I highlighted this using simple “turn” shapes from the “a” and “k” and carrying that throughout the brand. I kept lots of white space in the design to make the information digestible and chose photography that feels personal to the Portland local, making Tack’s tone of voice something of real Portland.

The branding, logo, mobile and web design is all my own. I did not take the original photography however I did source the photos and apply my own treatments to them.