All Terrain Branding

Bike Matters founder Scott Nicholas is a former marathon runner who finished 17th in 2004 US Olympic Marathon tryouts, running 2 hours 18 minutes.

– Identity Design
– Environmental Design
– Digital Design
– Website


Bike Matters is a family-focused specialist bike shop offering custom and affordable bikes, accessories, and expert friendly service. When we first met Scott he was in the planning phase of his new venture. With considerable experience in retail store environments, his brief to us was to create a bike brand that was entrenched in the challenger brand mindset. Scott’s brief was driven by the ambition to become an iconic cycling destination store on the Surf Coast catering for the local community and visitors to the popular cycling region.


Bike Matters services cycling enthusiasts as well as anyone interested in buying quality bikes with expert advice and ongoing servicing. The store environment built, by local master builder Dean Kellett, features abundant use of hoop pine plywood and other tactile and bespoke features. Fluid determined early in the project that the brand needed to complement the in-store experience. At the same time, we realised that it needed to be simple, distinctive, and achieve the challenger brand quality Scott was looking for.

The abstract ‘BM’ device represents the region’s network of trails and the downhill thrill of cycling at speed. A stripped-back colour palette and hero photographic imagery captured by Chris McConville in the surrounding environment helps to bring the brand identity to life.


A simple yet distinctive brand mark that abstracts the ‘BM’ monogram as a representation of the region’s network of MTB trails. A minimalist colour palette and a selection of photographic imagery captured in the surrounding forest complement the identity and is featured in-store and on the website. Since its launch, the brand has gained high recognition in the region supported by the bespoke simple and cluttered in-store experience designed to appeal to cycling enthusiasts.

The Bike Matters brand has quickly gained high recognition in the region. The collaborative creative approach by the Fluid team made achieving my objectives incredibly smooth and I am grateful for their partnership in bringing my vision for the brand to life in-store, on signage, print collateral, and online.

Scott Nicholas, Founder — Bike Matters


– Identity Design
– Environmental Design
– Digital Design
– Website

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