FLYE

A system-level rebranding for NYC’s largest e-bike retailer, aligning a service core for global scale.

Brand Strategy

Brand Identity

Time

Feb 2025 – Present (Ongoing Iterations)

My Role

Brand Positioning
Create Design Guidelines
End-to-End Rebranding Execution
Trademark Registration Support

Cross-Collaboration

CEO
Marketing

Product Manufacturer
Operation
Legal

[ Context & Challenges ]

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 market reach. This rebrand was necessary to support its post-IPO growth and international ambitions.

The Brand-Business Misalignment

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

The Creative “Entropy”

Rapid expansion led to inconsistent visuals and fragmented logo usage across customer touchpoints. The company needed a unified brand identity to support its rapid global expansion.

The Trademark Barrier

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

[ The Rebranding Goal ]

[ Project 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

[ Brand Strategy ]

Laying the Foundation: Naming, Structure, and Voice

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

Research showed the need for a stronger, more relatable positioning. “Your Local E-Bike Expert” was created to reflect both brand expertise and its community roots.