DEVILS GEAR
The Project
Role: Account Executive & Designer
Project Type: Social Media Campaign
Tools: Illustrator
Year: 2024
Devil’s Gear Bike Shop, a pillar of the New Haven cycling community, needed a modernized digital presence to enhance brand recognition, improve customer engagement, and increase store traffic. As part of The Agency at Quinnipiac, I developed a comprehensive social media strategy, conducted a public opinion survey to guide messaging, and delivered a final executive summary detailing our impact.
A key initiative was driving engagement for the Ride New Haven program, a citywide effort aimed at promoting cycling accessibility, safety, and community rides. Our content strategy encouraged participation while reinforcing Devil’s Gear’s role as a cycling hub.
Public Opinion Survey
To better understand the shop’s audience and gauge interest in Ride New Haven, we conducted a public opinion survey, gathering insights on customer needs, cycling habits, and preferred digital content.
Key Survey Findings
72% of respondents relied on Instagram & Facebook for local business updates.
68% preferred visual content like cycling tips, product showcases, and event promotions.
85% expressed interest in a monthly in-store event or group ride.
Top concerns: Affordable repair services, beginner-friendly resources, and local cycling route recommendations.
57% were unaware of Ride New Haven but expressed interest in city-led cycling initiatives.
These insights shaped our social media strategy, ensuring content aligned with customer expectations while spotlighting Ride New Haven.
Evergreen Instagram Posts
As a member of the Graphic Design Team at the Agency, I created social media mockups that established a fresh, dynamic visual style, aligning with the shop’s adventurous and community-focused brand.
This Instagram carousel addresses bike safety, a key concern in our survey. It presents four simple steps that riders should follow when cycling recreationally or using the New Haven Ride Share Program.
When promoting e-bike usage, we want to ensure that riders do so responsibly, including properly disposing of e-bike batteries. This carousel guides viewers through the process of dropping off their used batteries at Devil's Gear, a certified Call2Recycle drop-off location. At the end of the carousel, Devil's Gear's website is listed, allowing viewers to access more information and find other participating locations.
Since the Ride Share Program was a key focus of our survey, we wanted to ensure this post was included. This carousel takes viewers through a step-by-step process on how to register for the program, ride, and return the bikes when finished. It also provides information on downloading the app and any fees riders may encounter.
To highlight the positive impact Devil's Gear has on the greater New Haven community, we wanted to showcase its partnerships. This carousel can be adapted for different partners, providing a brief overview of each organization's mission and purpose.
The Impact
Through a data-backed social media rebrand, Devil’s Gear Bike Shop transformed its online presence, strengthened customer engagement, and increased in-store visits.
By integrating the Ride New Haven initiative, we elevated community cycling awareness and positioned Devil’s Gear as a leading advocate for urban biking. This project highlights the power of strategic visual branding, audience-driven content, and local partnerships in building a thriving, engaged cycling community.
Areas for Improvement
Expand to TikTok and Strava to engage younger riders
Incorporate more short-form video content showcasing repairs and bike setups
Develop a dedicated Ride New Haven landing page on Devil’s Gear’s website
Next Steps
Develop a seasonal campaign strategy aligned with biking trends
Expand email marketing with exclusive offers and cycling community news
Continue tracking audience insights to refine content strategy
