Miller’s Cycology
Case Study
Product Design, Web Design, Branding
Freelance 2026
The Task
I was tasked with creating branding for an expanding bicycle company in the KC area. This included color palette, type, logo, business cards, and a website the client would be able to update as the business grew.
The Problem
The client had been getting business from word of mouth and bike meetups up until this point and felt they had hit a plateau.
The Solution
The solution was to help create a recognizable and professional looking brand for the client to help reach new potential customers.
Design
To start I offered a few selections for the client to choose from so the branding felt personal and reflective of who they are.
Logo
The logo saw a few iterations before landing on the brain on the bike. The client wanted to emphasize the psychological benefits of cycling as part of the logo. They also requested for it to be hand drawn (my favorite!). This was a pleasure to come up with.
Type & Palette
I gave the client 3 type pairings and 4 color palettes to choose from.
The Client went with Fugaz One and Roboto and chose the first color palette to the left.
Flowchart & Competitive Analysis
Next I asked the client to identify what pages were most important to him and got to work mapping how the site would flow. Before doing this I looked at competing businesses in the area. Most had outdated and difficult to follow websites with a messy information higharchy. With this I strove to keep the website as minimal and easy to follow as possible, only adding what was necessary to convey what the business was all about.
Business Cards
The Client wanted simple business cards with a qr code for quick access to the website.
Website
One of the most important elements of this project was for the client to be able to make edits as the business grew. We decided on having the website built in Squarespace so they could navigate edits on their own after I had set the initial site up.
Conclusion
My goal was to make a user friendly website that customers could easily navigate and enjoy matched with visually striking brand elements that tell the story of an experienced local business. Both the Client and I were happy with the end result and I can’t wait to see what’s in store for them next.
