client
beeline
text
short long
bicycle navigation
A smart compass for urban cyclists
We worked with startup Beeline to design a navigation device that points you in the right direction, and leaves the rest up to you. By stripping navigation back to a simple arrow and distance, Beeline turns every ride into an adventure.
Beeline came to us with a challenge: how do you help cyclists navigate without taking the joy out of riding? Together, we designed a new kind of device that doesn’t dictate a route, but instead gives you the freedom to choose your own path.
The Beeline Bicycle Compass connects to your phone via Bluetooth. Once you set your destination in the app, your phone goes in your pocket and the compass takes over, showing just an arrow and the distance remaining. It’s minimal, intuitive, and safer than trying to follow detailed turn-by-turn directions on the road.
We designed the product to be just as simple and satisfying physically as it is digitally. A compact, rugged display locks into a soft silicone strap that wraps securely around any handlebar or stem. When not in use, it transforms into a keyring that is small enough to throw in a pocket or clip to a bag.
Inside, the device combines a magnetometer, gyroscope, and accelerometer to constantly adjust and keep you pointed in the right direction. We specified a power-efficient e-paper screen for clear readability in any light, plus months of use on a single charge.
Beeline launched with a £150k Kickstarter and quickly built a passionate community of riders looking for a new way to explore their cities. It’s a product that blends adventure with simplicity and puts the rider back in control.
