San Francisco has 72 hills totaling over 30,000 feet of vert. In other words, cycling is all but impossible for anyone outside of the dedicated spandex set. 

 

The New Wheel was looking to change this, and to find a way to show how their electric bicycles could effectively flatten SF and make the entire city accessible by bike.

 

The posters I designed feature four iconic SF landmarks (Sutro Tower, The Golden Gate Bridge, The Painted Ladies, and Coit Tower) portrated in international orange, the color of the Golden Gate Bridge. The design calls for the interconnecting posters to be hung at a 30° angle, simply and elegantly demonstrating the effect of a New Wheel eBike.

 

The poster set was shortlisted for a 2012 Cannes Lion.