Brittney Malpeli - CREATIVE DIRECTION
RIDE YOUR WAY.
GO Ride was built to open up motorcycle culture to a wider, more diverse audience.
Giving riders the freedom to choose their own level of thrill.
Motorcycle culture often feels exclusive, shaped by a very specific image of who belongs.
GO Ride changed that by creating a navigation experience that felt more in tune with how people actually want to ride.
MADE BY RIDERS.
INSIGHT
Not every rider wants the same thing.
Some want a simple, straightforward route. Others want the long way round.
THE IDEA
Build a brand that reflects choice, freedom and the spectrum of riding experiences; from calm to full thrill.
MY ROLE
Defined the visual identity and led the creative direction end-to-end, translating the product into a distinctive brand.
THE BRAND
The branding for GO Ride steered away from AI and digital perfection, choosing instead to celebrate the real and raw side of riding.
From hand-drawn details, to shooting with 16mm film and lino-cut graphics for merch - created by artists who actually ride.
This tactile, human approach mirrored the product itself: flexible, personal and shaped by the rider.
The result was a brand that felt honest, expressive and connected to its community.
THE AUDIENCE AND
THE VISUALS
Motorcycle culture has long been defined by a narrow set of stereotypes. The branding for GO Ride set out to challenge that. Representing riders across age, gender, background and experience level. Not as a statement, but as a reflection of reality.
The focus shifted from who you are to how it feels: the freedom, the connection, the shared experience of being on the road.
That’s what brings riders together and that's what made the brand resonate with it's community.
It sounded like:
TAKE THE LONG WAY ROUND | LIFE'S MORE THAN A-B, IT'S ALL THE MOMENTS INBETWEEN | FEEL THE THRILL |
FEEL THE
THRILL
