North Shore Racks is a local home-grown product; a product that enables mountain bike enthusiasts to enjoy their sport while minimizing limitations. The bike racks are the only vertical racks that fit any mountain bike in North America; Thus, the racks take up no more space when holding either 2 or 6 bikes.
In university, I was given North Shore Racks as a re-branding project with the permission from the company owners. The concept was kept simple to focus on featuring the product's unique selling point; the final logo mimics the bike tire alignment when mounted on the car rack. The orientation of most of the marketing material was made vertical, just like the product itself.