Gold Rush Ebike Launch
Gold Rush was a limited edition color release of Rad Power Bikes best selling ebike model as of 2024, the RadRunner 2. In collaboration with our small creative team, I concepted and illustrated the creative direction which was inspired by vintage rodeo posters. We wanted this bike to stand out in a fun way, so I hand-drew the typographic logo for the color name, and illustrated western desert background elements to be used throughout the creative.
My Role: Art Direction, Illustration, Graphic Design, lead the feedback process with Motion Designer
Creative Direction: Marina Harnik / Copy: Justin Duckham / Studio Photography: Ky Elliott / Motion Graphics and Animation: Boyd Veger
Examples of 3 different Organic Social and Paid Ad assets launched across the main social platforms. We had exceptional performance on these, in particular the middle version drove 154K revenue at 105 ROAS (metrics reported by Meta UI), which was 180% stronger than Rad’s evergreen conversion ads at the time. Performance was likely driven by the limited edition color, as well as the western look and feel (as these out performed the retro 70’s alt versions.).
A larger closeup of the hand drawn type I created for this launch, featuring the main western environment illustrations around it.
An HP Lead Hero example for desktop on Shopify. These placements were usually a lot more minimal for a more efficient online experience.
The main and best performing Ad was the western direction: I storyboarded this out and passed that over to a motion designer who animated the bike and illustration into a playful western movie-esque video. 1:1 shown here but we translated this and the bottom alt version into 9:16 sizes for Meta stories as well.
The retro 70’s version was an alt we used to A/B test with the western branding, and matched more of the original ask from the Marketing team to meet the 2024 Olympics hype at the time.
Retail Poster for the 10 Rad Retail locations across the US and Canada.
I wanted to share some photos taken from an event that Rad Power Bikes had in partnership with the Seattle Reign women’s soccer team, where Megan Rapinoe received one of the Gold Rush RadRunner 2’s as part of her Retirement match celebration. I also made some email, social, retail, and ecomm assets with the Seattle Reign “Rise” Branding to help promote this event.