I recently was up for a job with a small nonprofit in Philadelphia, PA. I was asked to tell a story for the brand. Below is the result of that request. I have always been interested in translating emotions into a brand story and I took this opportunity to do so.
The Freedom of Cycling
There’s a certain sound the city makes that you can only hear while being carried by two wheels. Two wheels acting like guitar strings that strum and add to the song of Philadelphia. If you listen closely you can hear its hum. Bicycling is much more than a mode of transportation. It is a uniting force that connects a people with places and things. There is a level of engagement, two feet pedaling in rhythm, that can’t be found in the pedals of a car. No, you see bikes take you much farther than a car ever could. Bikes give much more than they can take.
Cycling: The Story of Happiness
Bikes are suppliers of freedom. The freedom to enjoy the rush of air zipping past you while on two wheels unbounded by four walls. The freedom to use your own energy to harness efficiency. A freedom to be unbound from a motor that drowns out the sound of life. Listen to the hum, your spokes circling that familiar song. Your handles providing a grasp of the lyrics you once heard.
The sound of Philadelphia is one of immense passion, a community collectively participating in the future of happiness. We at the (retracted) are actively participating in the sound, the funk if you will. We believe a community built around the spirit and benefits of cycling contributes to our success as a people. We strive everyday to make Philadelphia a safe and happy place for cyclists. Riding your bike is an engaging opportunity we want all people to feel apart of in our great city.
Every single human on this planet has a need for transportation. Albeit all of our needs are different and are unique to us as individuals, we all commute out of necessity. This need, this requirement in life affects all other aspects of our day. We sit in traffic, get frustrated. We forget exact change for the bus, run late. We search for parking, lose time.
Bicycling is the cure for many of our transportation ailments. Not only is it a quick and efficient way to commute, it connects us to a part of our communities we weren’t privy to before. Ernest Hemingway said, “It is by riding a bicycle that you learn the contours of a country best…while in a motor car only a high hill impresses you, and you no such accurate remembrance of country you have driven through as you gain by riding a bicycle.”