About the project

Noord is a fresh new bike and brand from e-bike to go. The most popular bike lease service in The Netherlands. Together with agency Resoluut, I set out to design and develop the complete new brand and all of its product and digital components.

The problem

For a new, in-house developed e-bike, a tightly fitted brand is a must. And the existing e-bike to go brand wasn’t flexibel enough to incorporate that. Also, it’s image leaned too far to ’the delivery bike’ to be considered anything else.
The companies technical developments ask for a design system spanning multiple platforms.

The solution

A clean new brand that combines the ’though’ labour mentality of Amsterdam Noord with a contemporary stylishness of the modern suburb it has turned into.
All supported by a Design System, consisting of both recognisable and flexibel components to effortlessly scale from mobile app to desktop dashboard.


– Branding: A clean brand. Honouring Amsterdam Noord’s history.
– Design System: A strong foundation to build on, now and in the future.
– Website and Mobile app concept: A fresh, dynamic website to boost conversion and an app for users to manage their bike and subscription service.