2020
Park & Ride
The Vision: Gamifying cycling to make the environmental impacts of each ride tangible
with Support From
Zach Stubblefield, Strategist
My Role
Brand Identity
Bike Design
UI & UX Vision
OOH Ad development
Concept Development
Park & Ride App
Digital billboards in Knoxville’s Market Square will continuously
update to celebrate the collective impact of the city's riders.
Brand Identity
The name “Park & Ride” is a play on words, referencing the “park and rides” of traditional commutes. The logo mark is equally as playful,
with a modified ampersand that has been turned
on its side and refined to resemble a bike.
The visual design comes to life with childlike illustrations, a color palette inspired by nature,
and clean, simple shapes. Together, these elements create a sleek identity that celebrates nature
and the joy of cycling.
The Park & Ride mobile app is how users
can find and unlock nearby bikes and
purchase ride passes.
It also allows riders to manually select
which National Park a portion of the
proceeds from their rides go to, giving
them more ownership over their impact.
As cyclists take trips, each ride will help
them grow a virtual forest based on how much CO2 they‘ve kept from entering the atmosphere.
Getting people on bikes is about more than getting
them out of cars, it’s about connecting them to their
world. Park & Ride is a bike share concept that connects riders to nature by supporting the US National Parks and making their environmental impacts tangible.
A portion of the profits from each ride supports a National Park of the riders’ choice. With every trip, an in-app virtual forest grows to help them visualize their carbon offsets.
Visualizing Your Impact
With each trip, riders’ profiles will update to calculate the amount of Carbon Dioxide that
would have been emitted on an average car ride
of the same distance.
As these prevented emissions add up, an in-app virtual forest will grow with one tree representing 15 pounds of CO2 emissions prevented. That number comes from the amount of carbon dioxide the average mature tree can remove from the atmosphere in one year.
This gamification encourages riders to take additional trips, compete against other riders,
and generate shareable content.
Designed for a Great Smoky Mountain Town
The pilot launches in Knoxville, Tennesse.
This quickly-growing area is nestled at the seat of the beloved Great Smoky Mountains National Park, which drives tourism to the area. It’s also a college town, home to the large population of students attending the University of Tennesee.
Out-Of-Home Advertising
Local artists will be commissioned to paint murals
that beautify the less developed areas of Knoxville. Each one will celebrate the expansive nature near a city that was once named among the ugliest cities in the U.S.
