However, after studying Gocycle consumers, we discovered that they weren’t eco-warriors or even typically
commuters. Conversely, they were well-heeled gadget lovers and petrolheads, trendsetters with an eye for
unconventional but brilliant automotive engineering. So Pull developed a completely new brand platform for
Gocycle, repositioning it as we would a luxury brand across a range of channels including a striking brochure, a
wildly successful Kickstarter campaign, a lifestyle app and a revamped social media presence.