They sit quietly at passengers feet on trains, they get hauled upstairs to be stowed beneath desks, they discreetly live in entryways and closets waiting for the moment when they will be unfolded with pelican-like grace and will safely transport their user to his or her destination. Though these fold-up bikes are useful and now ubiquitous, the brand behind the bike is a bit more ambiguous.

Brompton is the largest manufacturer of folding bikes in the country and is in demand worldwide. Even more unknown was its sister company, a bike-share scheme that proliferates around the country’s universities and train stations – known as Brompton Dock.

The bike hire project offers a Zipcar-esque service to keen cyclers sans bike. In its major expansion and repositioning, it worked with Form, a Kent-based agency, to rebrand and determine a communications strategy.

The agency was commissioned to develop stronger positioning for the company. The result was a new visual identity is comprised of a bespoked ‘O’ and cheery-coloured graphics alongside a new tone of voice, straplines and brand guidelines.

Brompton Dock is expanding to 25 towns across the country in the next year.