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Brand Identity   Web Design   Photography 

The Pedal Party

Brand Refresh

The Pedal Party is a party bike experience located in downtown Lafayette, Indiana, offering group tours designed around connection, celebration, and exploring the downtown area.

 

The client wanted to relaunch the business from The Trolley Tap to The Pedal Party with the intention of shifting it away from the “nightlife,” “alcohol” imagery. The client needed a new logo and website to accomplish her goal of creating a more polished presence within the local community, appealing to a broader audience including students, young professionals, local residents, and visitors seeking a unique social experience.

Design Challenge

Existing branding no longer reflected the experience and voice the client wanted to showcase.

  • The original logo lacked visual consistency, balance, and had no variations, limiting flexibility across different applications and marketing materials.

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  • The client wanted to preserve continuity with the existing brand. Rather than starting from scratch, the goal was to build upon the concept of the original logo.

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  • The client wanted a welcoming and memorable brand. The new identity needed to appeal to college students, local community members, and visitors while moving away from a nightlife-focused image toward a broader, more inclusive audience.

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Design Strategy

Before beginning the design process, I researched party bike companies and entertainment tour businesses throughout the industry.

  • Competitor visual identities

  • Logo styles and color palettes

  • Website navigation and booking experiences

  • Tone of voice and “Target audience expectations

Findings

Party bike brands are often centered around drinking culture, relying on alcohol-focused messaging and nightlife aesthetics. To set The Pedal Party apart, I developed a brand identity focused on community, charm, celebration, and creating memorable experiences—positioning the brand as more than just a place to drink.

The Pedal Party Brand Identity & Website Design for a Downtown Lafayette Entertainment Exp
The Pedal Party Brand Identity & Website Design for a Downtown Lafayette Entertainment Exp
The Pedal Party Brand Identity & Website Design for a Downtown Lafayette Entertainment Exp
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Lanyard_Mockup_1.jpg
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cropped-The Pedal Party Brand Identity & Website Design for a Downtown Lafayette Entertain

Logo Development

The original logo featured the company name on a simple platform and wheel graphic representing the party bike. While the concept had potential, it lacked balance and consistency. The final logo reimagines the identity as a retro-inspired wordmark that reflects the brand's welcoming, community-focused personality while preserving the strongest elements of the original concept. The client approved the initial concept presentation with no major revisions.

  • New wordmark typography 

  • Improved alignment and visual balance

  • A more distinctive and memorable appearance

  • A design that is more versatile, allowing the client to apply it consistently across a wide range of applications. 


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Brand Identity

I designed the visual identity by drawing inspiration from vintage signage and the character of downtown Lafayette.  After gathering the clients thoughts on color, I refined them into a cohesive, vibrant color palette  The chosen colors help the business stand out from competitors, while reinforcing approachability and playfulness.

Website Design

The goal was to create a simple site that is easy to navigate through so that potential customers could quickly learn about the experience and book tours easily. I designed The Pedal Party’s website using Wix Studio. The result was an easy-to-navigate site featuring a Home Page showcasing all the necessary information, including highlights of the experience, common packages, and testimonials. Additional information like packages and rates, corporate booking information, FAQs, and a booking page, is easily found on additional menu pages

The Pedal Party Brand Identity & Website Design for a Downtown Lafayette Entertainment Exp

Key Outcomes

  • Successfully repositioned the business from an alcohol-focused nightlife experience to a community-centered brand that appeals to a broader audience. 

  • A cohesive visual identity that aligned the logo, color palette, typography, and website under one consistent brand system. 

  • Clear differentiation of The Pedal Party from competitors in the market.

Testimonial

Maddie has been great to work with. She is super responsive and does work in a timely manner when I first submitted my sheet for my design request, I didn’t really know what to expect but she did great the first time. I like how creative she got with the theme once I gave her my vision. I was looking for a logo, a website design and a way to put my booking on the website and she satisfied every need within the crunch of time I had. I have got great feedback from my customers on my logo, the website itself and the overall design so I think that it catches people’s eye, which is good. As a business owner, I look for someone who is reliable and is able to adjust if necessary, and I definitely found that in Maddie. I do and I have recommend Maddie to other people.

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