Gem is a bike hire scheme solely based in Norwich that provides a city guide celebrating an extensive range of independents, creatives and local businesses. By merging minds with natives, gem collates their favourite independent places to eat, drink, play, shop, party, sleep and heal in the city.
As unique places many are typically undiscovered by newcomers or visitors, gem promotes these hidden gems by generating different routes based off of users interests and hobbies. The overall scheme remains accessible for all ranges of users as it benefits the community in bringing people together and promotes the local economy.
As its main target audience students will receive a student membership tag providing a discount to all locations included within the scheme. To promote the band further and to help users transfer the digital way-finding into physical, wall stickers will be present on the outside of each participating location.
Inspired by the shape of the riverside walk that runs through Norwich, the logo symbolises this combined with the curves of a bike silhouette.