spoke - brand design
turning fear into fun
Connecting vulnerable road users — cyclists, pedestrians, scooter riders — into the urban traffic ecosystem through advanced connectivity.
the challenge
Roads are built around cars; the most vulnerable users stay invisible to surrounding traffic. The task wasn't one product — it was establishing an entirely new category.
the work
Co-founded Spoke Safety; to move the whole industry, co-founded the Coalition for Cyclist Safety with Bosch and Audi — aligning carmakers, suppliers, tech leaders and municipalities behind a shared standard.
Partners: Audi · Qualcomm · Brembo · Bosch eBike Systems · municipalities.
