Eleanor Webb

BA (Hons) Graphic Design

Peregrine Cycling

For the 2020 D&AD New Blood project, I chose to explore the VBAT X Superunion brief. The challenge was to imagine the identity of a local bike hire scheme in a city of your choosing, with a focus on what bike hire can offer someone in the city, the experiences they could encounter.

  • I chose to base my scheme in my home town of Norwich, Norfolk. Peregrine is a cycle hire scheme which encourages exploring the hidden gems and heritage of the city.
  • It is an GPS, app based scheme which offers a pay as you use scheme, so is ideal for tourists or families.
  • Visually, Peregrine uses a mono-line style of illustration throughout the brand identity. This takes inspiration from sewn patches you get after a hike, therefore providing a sense of adventure.
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Eleanor Webb

BA (Hons) Graphic Design

Multidisciplinary designer with a passion for creating, innovating and elevating brands through graphic communication.

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