Commuting is shifting gears, with more riders choosing two wheels over four. The e-bike market is projected to approach $100B by 2030, and Pedal Electric set out to lead the charge for the Conscious Commuter. I built a story-driven ecommerce experience that positioned the brand as a lifestyle choice — making it simple for customers to discover, connect, and ride.
Life’s better when it’s in motion. Working closely with Pedal’s leadership, design, and marketing teams, I helped shift the brand from product-first to mindset-driven. By focusing on riders who see movement as a lifestyle, I highlighted the freedom of owning a Pedal Electric bike — where the thrill of adventure aligns with the choice to care for the planet.
I reimagined the Pedal brand around mission and mindset, transforming it into a lifestyle that welcomes riders into the movement. To bring this to market, I launched a custom Shopify experience that both educates and inspires — turning curiosity into confident purchases.
