My role

Fieldwork: Conduct observations in retail locations, gather information through interviews and guided workshops with
users, apply secondary research, process data for insights, share information with client.

Design work: Designed the process book presented to the client with all the content produced for the campaign as well
as the posters explaining the ideation process and final outcome.

The Brand //

Dynacraft is a brand on wheels with passion for providing a top notch biking and ride on experience. Built on three pillars of Fun, Safe, and Quality, they aim to provide a simplistic and positive experience from training wheels to city commutes. Their products range from ride on vehicles to bikes to fit any age. 

The Brief //

How can we provide a better experience around the
brand and its products?

Our goal is to create an honest and positive way to connect consumers with Dynacraft’s brand using digital media.

From the beginning there was an obvious potential to grow a brand personality using a social media branding campaign.
The modern parent is capable of operating the omni-channel lifestyle, so its become vital to tap into every touchpoint to achieve brand success. Consumers expect authentic behaviour and relatable content. Using social media as the vehicle
and honesty as the gas, this team took the wheel on a ride to recreate Dynacraft’s online presence. 

Bike Stories &
Nostalgia Marketing

While doing research about bikes and the relationship between them and the users we came across an article published by The New York Times in 2016. The article was written by a mother who grew up without a bike because her mom didn’t allow her to have one. The frustration of seeing all her neighbours ride their own bikes while she was “the tortoise in our neighborhood Tour de France” made her promise herself that she was never going to give that feeling to her daughter. Time after, when her daughter had her own bike, something terrible happen to it and she uses that experience to share the memories and stories related to our first bike and how important it is.

INSIGHT TO CONCEPT
THE BIG IDEA //

We all have bike stories that we remember. Maybe you didn’t have your own bike but you used to use your neighbors’ or shared one with siblings or friends. Some lucky ones had their own bike and as a way to identify it as YOURS, you personalized every detail of it. Nostalgia was the key concept for the campaign and language that we wanted to give the brand. We wanted to appeal to those nostalgic parents that felt the need to give their kids a similar experience. In order to create an attachment between the customer (parents-kids) and the product we developed characters that represented the brand ethos and enhanced the experience to make it more memorable.

PROPOSALS //

1. Animated Shorts: Used to explain the most important security steps or bike safety related info. Currently the brand uses videos but they are heavy in content and not engaging for kids. The new format proposed seek to involve the kid in all the steps: from riding safely to fixing any issue.

2. Find Your Moment: Seeks to highlight those stories behind the places we visit with our bikes. The illustrations appeal to memories and the nostalgia produced as we identify with those moments.

3. Overlay Effects: We saw an opportunity to play with Dynacarft’s logo as a way to make it more interactive and appealing to kids. These proposals seek to be fun and playful. The logo should reflect the brand’s ethos too.

4. Badges: Milestones are a big part of bike riding experiences. Do you remember how big it was to ride for the first time without training wheels? Exactly! Through these badges we wanted to target two things identified through the research: the importance of personalizing your bike and the sense of accomplishment behind ”learning how to _____” for kids and their parents.

The Research
Process //

The team kept a war roll as the main tool to contain all the research collected.
We conducted multiple ideation sessions to share findings and bounce ideas and concepts.