Fly E-Bike Rebrand

Rebuilding the brand architecture and identity to support post-IPO global expansion.

Design System · Brand Identity

Context

Founded in 2018, Fly E-Bike became New York's leading electric bike retailer, primarily serving delivery riders. Following its 2024 NASDAQ listing, the company is expanding globally and diversifying its target customers. A rebrand was necessary to support the growth.

Problem

The Brand-Business Misalignment

Fly E-Bike was initially developed as a direct-to-consumer (DTC) brand. However, this positioning became misaligned with its actual business model, which provides end-to-end electric mobility services. The current brand failed to reflect the brand's full service-driven DNA.

The Creative “Entropy”

Rapid expansion without proper brand governence led to inconsistent visuals and fragmented logo usage across customer touchpoints.

The Trademark Registration Issue

The name “Fly E-Bike” could not be trademarked due to the generic term “E-Bike”, preventing brand protection as the company expands globally.

My Role

Brand Positioning & Naming
Logo & Wordmark Redesign
Create Design Guidelines
End-to-End Rebranding Execution
Trademark Registration Legal Support

Time

Feb 2025 – Present (Ongoing Iterations)

The Rebranding Goal

Unify brand experience across all key touchpoints: website, mobile app, retail stores, rentals, repairs, and more.

Build brand recognition and customer trust to support the company’s entry and growth in new international markets.

Attract a new user base and transform from a delivery-focused brand to a brand for the mass public.

Ensure low-cost, high efficient implementation for a resource-limited internal team.

Highlights

Strategic Positioning:

Defined the brand voice and structure, positioning FLYE as ‘Your Local E-Bike Expert’.

System Consistency:

Built a consistent brand system implemented across all physical, digital, and marketing touchpoints.

Business Impact:

Streamlined brand execution to effectively support the company’s rapid post-IPO expansion.

Logo Redesign

A Visual Link Between Heritage and Growth

Since the brand’s inception, the “E-Rider” graphic logo had been in use and had built significant recognition as the most distinctive brand asset. We chose to retain and refine it rather than start from scratch. The goal was to preserve existing brand equity while improving clarity, scalability, and setting the foundation for the new identity system.

Brand Strategy

Laying the Foundation: Naming, Structure, and Voice

I established a brand architecture and naming framework that could support the company’s transition from a product-focused retailer to a broader e-mobility service platform.

At the center of the system is FLYE, positioned as the parent brand representing the overall platform experience across digital and physical touchpoints. Around this foundation, a modular sub-brand structure was introduced to hightlight different business lines while maintaining a clear connection to the core brand.

Together, this structure establishes a clear and extensible foundation for future products, services, and global expansion, while preserving the existing brand equity and ensuring trademark registrability.

Establish a clearer position in the customer’s mind:
“Your Local E-Bike Expert”

Our previous slogan, “We Ride To Fly,” was short and powerful, but it did not reflect the brand’s core value. We need a stronger, more relatable positioning. The new slogan “Your Local E-Bike Expert” was created to reflect both brand expertise and its community roots.

Introduce a new visual element — the store signs

Because store managers adapt their strategies to local community contexts, in-store promotional materials needed a visual element distinct from the core brand identity. I introduced the Store Signs, combining the slogan, E-Rider logo, and neighborhood name. The store sign system not only addressed our operational needs, but also helped plant the brand image of community e-mobility infrastructure in the minds of local residents.

Brand Guideline

The Brand Book

As the new brand identity rolled out across different touchpoints, I created the FLYE Brand Book to document the system and guide consistent implementation.

The guidelines translate the brand identity into clear, practical rules—standardizing how the brand appears across digital products, retail environments, and marketing materials as the company continues to grow.

The Brand Book was not a one-time deliverable. As the business evolves, it requires continuous updates and iterations.