Client
Pedal MovementLong Beach, CA
Scope
Brand development · Content strategy · Photography & video · Web design & development · Community campaigns · Ongoing content execution
Overview
Pedal Movement operates the City of Long Beach Bike Share Program, managing 650 bicycles across 112 stations, alongside a downtown mobility hub offering secure commuter parking, affordable repairs, and community programming.
When Rickel Jones Creative joined the team in 2020, cycling was surging in popularity nationwide. Pedal Movement believes that when more people use active transportation, communities prosper, and wanted to capitalize on the sector growth. Their goal was simple: more people riding bikes, both on the bike share system and throughout the broader Long Beach community.
Our role was to help scale visibility, credibility, and trust across digital and physical touchpoints, evolving a deeply community-oriented organization into a reliable and recognized mobility brand.
2× Social Audience Growth (Year 1)
National Documentary Short Festival Circuit
3× Increase in Web & Social Traffic
Enabled Multi-City Operations Expansion
The Challenge
We identified Pedal Movement had a unique and time-bound opportunity to position the organization as a reliable operator in the emerging micromobility industry — a brand trusted to make cities safer, healthier, and more livable through accessible active transportation.
How do you grow ridership and trust at the same time — serving everyday cyclists while building credibility with cities and industry partners?
At the outset, Pedal Movement faced several overlapping challenges:
- Rapid growth in public interest without supporting brand systems
- Outdated visuals that no longer reflected staff, culture, or scale
- The need to communicate simultaneously with cyclists, city officials, and micromobility operators
- Positioning the organization as a reliable, innovative operator in an emerging industry
Our Approach
Rickel Jones Creative focused on building systems and scaling brand recognition from the ground up, starting with high-impact, high-traffic touchpoints.
Rather than treating marketing as a series of one-off campaigns, we developed a cohesive foundation—visual, editorial, and strategic—that could support both community engagement and long-term growth.
Rickel Jones Creative advanced Pedal Movement’s mission by scaling visibility, trust, and participation.
Brand & Visual Foundation
We began by updating Pedal Movement’s most visible public-facing assets. Outdated imagery across Google Maps, Yelp, and other platforms was replaced with professional photography that reflected their real staff, real riders, and real work in the field.
We also developed a new suite of staff uniforms and refreshed core retail items—such as water bottles and tire levers—turning everyday products into functional brand touchpoints that reinforced recognition across the city.
Website Redesign & Digital Infrastructure
We led a full redevelopment of Pedal Movement’s website, providing:
- Copywriting
- Photography and video
- UX and backend development
The new site framed Pedal Movement as both a community anchor and an operational innovator, while piloting initiatives like a “Cyclist of the Month” series to highlight local riders and reinforce community trust.
Content Strategy for Multiple Audiences
We developed a multi-platform content strategy designed to speak to distinct audiences without fragmenting the brand.
Instagram, Facebook, and TikTok
Audience: cycling community
Content: cycling culture, humor, and lifestyle
Website Newsroom and LinkedIn
Audience: city officials and industry partners
Content: operational expertise, event recaps, and thought leadership
This strategy was anchored by eight repeatable content pillars, designed to:
- Encourage participation in cycling culture
- Demonstrate understanding of urban mobility challenges
- Position Pedal Movement as a trusted operator for micromobility systems
Community-Centered Campaigns
To activate the strategy on the ground, we designed a citywide Bike Month ride challenge in partnership with local breweries, bike shops, and apparel brands.
The campaign incentivized participation through donated prizes and tracked mileage—helping drive engagement, delivering concrete KPIs, and strengthening relationships with community partners.
During the campaign period:
- Web and social traffic increased 3×
- Pedal Movement’s social audience doubled within the first year
- Participation translated directly into more people riding bikes
Impact & Growth
In the second year of our partnership, Pedal Movement leveraged this strengthened brand strengthened brand foundations that supported their mission to make micromobility and emissions-free transportation options accessible to everyone, helping them expand into new markets and partnerships.
We supported the development of RFP materials that secured two new lines of business:
Seattle Micromobility Operator
Scalable Off-Grid E-Bike Share
New bike and scooter share operator contracts in the Seattle market, marking their first out-of-state expansion
A partnership with the Los Angeles Cleantech Incubator and the Housing Authority of the City of Los Angeles, Pedal Movement launched a scalable solar-powered off-grid E-Bike & Cargo Bike share system for apartment complexes and community centers.
Upon conclusion of our engagement in 2023, Pedal Movement was left with:
- A robust photo and video asset library
- A clear brand guide and editorial voice
- A scalable content system designed for long-term use
- 3x scaled business operations
Impact & Growth
In the second year of our partnership, Pedal Movement leveraged this strengthened brand strengthened brand foundations that supported their mission to make micromobility and emissions-free transportation options accessible to everyone, helping them expand into new markets and partnerships.
We supported the development of RFP materials that secured two new lines of business:
Seattle Micromobility Operator Contract
New bike and scooter share operator contracts in the Seattle market, marking their first out-of-state expansion
Scalable Off-Grid E-Bike Share Pilot
In partnership with the Los Angeles Cleantech Incubator and the Housing Authority of the City of Los Angeles, Pedal Movement launched a scalable solar-powered off-grid E-Bike & Cargo Bike share system for apartment complexes and community centers.
Upon conclusion of our engagement in 2023, Pedal Movement was left with:
- A robust photo and video asset library
- A clear brand guide and editorial voice
- A scalable content system designed for long-term use
- 3x scaled business operations
Takeaway
By focusing on systems rather than single moments, Pedal Movement’s storytelling evolved alongside its operations—supporting both community participation and institutional trust.
Upon conclusion of our engagement in 2023, Pedal Movement was left with:
- A robust photo and video asset library
- A clear brand guide and editorial voice
- A scalable content system designed for long-term use
- 3x scaled business operations
