Without partners, many of a designer’s ideas would remain just that – unfulfilled ideas.
Over the past 6 months, Projektor has been working with Switchback Cyclery to help bring their brand to life. Located in the Riverside neighbourhood, just east of downtown Toronto, Switchback is a bike store a founded on a strong social purpose – providing “street” people a hand up by offering them meaningful employment through the store and getting Torontonians out of their cars and onto a bike.
It was apparent though, that this venture would only succeed if people heard and more importantly, talked about it. As a start up with limited funds for marketing, Switchback needed to find ways of getting their name out in an efficient yet visually engaging and dynamic way. So we made a decision to produce a limited run of high quality cycling fashions – not really for sale but in order to create living, mobile billboards for the brand.