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Peer-to-peer performance bike marketplace
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[.rte_flex][.rte_background-left][.rte_text-size-39]Background[.rte_text-size-39][.rte_spacer-27] [.rte_spacer-27]PDL Club is a high-end, AI-powered peer-to-peer bike rental platform built for serious cyclists and cycling enthusiasts. As a startup entering a niche but passionate market, they needed more than just an app—they needed a brand, a product, and a launch strategy that spoke directly to the community they aimed to serve. PDL Club partnered with Wheelhouse to bring their vision to life, from brand identity and user research to digital product design and campaign execution.[.rte_background-left][.rte_background-right][.rte_text-subheading]Services Provided[.rte_text-subheading][.rte_list][.rte_text-list]Brand Strategy[.rte_text-list][.rte_text-list]Brand Identity[.rte_text-list][.rte_text-list]App Design[.rte_text-list][.rte_text-list]CRM Design[.rte_text-list][.rte_list][.rte_background-right][.rte_flex]
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Brand Identity
Brand Design & Launch Strategy
We started with a deep dive into the cycling community, identifying pain points, behavioral insights, and emotional triggers that drive trust and adoption in peer-to-peer marketplaces. The brand identity we created for PDL Club reflects both premium craftsmanship and a modern tech-forward edge. Bold typography, minimalist layouts, and a refined color palette communicate exclusivity and performance. For the launch strategy, we crafted a suite of materials from positioning and messaging to digital assets and social content designed to build early buzz and credibility within the cycling world.
Platform Consulting
We partnered with Sports Business Ventures to help define and architect a new community platform from the ground up. After a focused discovery session where the SBV team outlined their pain points and goals, we conducted a strategic assessment and recommended a tech stack tailored to their needs. Our consultation covered everything from platform features and user experience to long-term scalability, giving SBV a clear roadmap to bring their vision for a connected, career-focused sports community to life.
Brand Design
We created a refreshed visual identity for Blockworks that reflects their position as a trusted, sophisticated voice in the crypto and finance ecosystem. The new brand strikes a balance between sharp editorial authority and the innovative spirit of the digital asset world. With a modern typographic system, a clean monochromatic palette with subtle color cues, and a flexible modular grid, the visual identity supports both high-frequency publishing and long-form thought leadership. The result is a brand system that elevates the Blockworks experience without overshadowing its content.
One-on-One Tournament
For Unrivaled’s marquee 1-on-1 tournament, we developed a visual identity that reflected the high-stakes, high-drama nature of the event. The design system combined bold typography, dynamic layouts, and premium textures to evoke a sense of intensity and prestige. We also built a flexible graphic toolkit that allowed the league to promote matchups, results, and highlights across platforms in real time.
Visual Language
We began by identifying a core visual metaphor in Transmit’s interlocking icon, which represents the seamless connection between content, audience, and advertiser. Using this geometry as a foundation, we expanded the brand into a flexible visual system — including graphic assets, motion behaviors, iconography, and data visualization treatments — built to scale across product UI, sales collateral, and marketing touchpoints. The result is a unified, ownable design language that reinforces Transmit’s precision and performance at every interaction.
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Visual Language
Application Design
We designed a mobile app experience that is as elegant as it is functional, making it simple for users to list, discover, and rent high-end bikes with confidence. The interface prioritizes trust, transparency, and ease of use, with detailed product pages, AI-powered recommendations, and intuitive navigation. Every screen—from onboarding to checkout—was crafted to align with the expectations of performance-driven riders, balancing aesthetics with real utility.
Digital Experience
Admin Dashboard
To support platform operations, we also designed a custom admin dashboard that allows the PDL Club team to manage listings, vet users, monitor rentals, and resolve issues in real time. The dashboard was built with flexibility and scalability in mind, giving internal teams the tools they need to maintain quality control and deliver a seamless user experience. Clear data visualization, search filters, and user management workflows all contribute to a back-end system that is as refined as the front-end experience.
Team Brand Guidelines
We created comprehensive brand guidelines for all six Unrivaled teams, including custom color palettes, typography, logo lockups, and jersey design references for home, away, and practice kits. These guidelines also extended into social media use, ensuring visual consistency across team accounts, player promotions, and league communications. Each team identity was crafted to be distinct, empowering them to build their own presence while aligning with the league’s unified brand system.
FOS Advertising
We designed and developed a dedicated website experience to showcase the full range of premium advertising opportunities Front Office Sports offers. Built to inspire confidence and clarity, the site serves as a digital front door for brands and advertisers to explore custom packages, media solutions, and success stories. From high-impact takeovers to branded content and newsletter integrations, every offering is clearly articulated through an interactive and mobile-optimized experience. The platform also gives the FOS team a flexible way to feature new case studies and campaign examples, positioning them as a strategic partner in the sports business space.
Platform Design
As part of our engagement, we also designed the user interface for Delve, Shepherd’s AI platform that analyzes patient data to identify personalized treatment opportunities. Our goal was to make a complex tool intuitive and approachable—balancing the needs of scientific accuracy with clear, action-oriented UX. We worked closely with the product team to map the user journey, define key workflows, and design a modular interface system that supports both data analysis and user communication. The result is a platform that feels modern and trustworthy, supporting Shepherd’s mission to bring advanced cancer care to more people, more personally.
Product Design
In collaboration with Transmit’s product and engineering teams, we designed the platform interface to distill complex ad insertion workflows into an intuitive, user-friendly experience. Our work spanned information architecture, UX strategy, component systems, and interface design — ensuring that both technical operators and business users could easily manage campaigns, monitor performance, and optimize ad delivery in real-time. The result is a scalable SaaS product that simplifies operational complexity while elevating the platform’s market-leading capabilities.
Brand Partnership Experiences
We collaborated with Front Office Sports to concept, design, and build branded microsites that bring their brand partnerships to life. These immersive experiences were crafted to tell compelling, editorial-style stories around timely sports topics, seamlessly tied to sponsoring brands. From interactive timelines to custom layouts and data-driven visuals, each microsite was tailored to the campaign narrative while staying rooted in the FOS editorial voice. These projects not only elevated the advertiser’s message but also strengthened FOS’s reputation as a creative and strategic content partner for brands in the sports ecosystem.
