David Hotard | Industrial Designer | Atlanta, GA




Storage for cyclists meant reinventing the wheel.



Project Details - Commuter Bike
Nine weeks: October - December 2012
Three person team: David Hotard, Matthew Campbell, Edwin Collier
Sponsored by bike component company: SRAM

Meet Steve
Steve is a 45 year-old, upper class, male. He is also a prosumer. That means he values products of professional quality. He is an avid cyclist and a businessman: clean-cut, organized, and always on time. He enjoys riding a $4,000 bike on Thursday night rides and weekends, but what he could really use is a dedicated commuter bike.


Commuters like Steve prefer backpacks despite discomfort.


We sought to understand why so many cyclist do not prefer panniers or saddle bags.


Storage solutions exist, but offer a limited choice of bags that work with rack-based systems.


Not to mention, we can be very particular about a bag we trust with all of our valuables.



Users need freedom to choose a bag that suits their needs.


A bag optimized for a storage rack is less-than-ideal in other scenarios. This gave us direction.

Design a bike around bags, not a bag around bikes.



So we started looking at how bags are stored in other modes of transportation and thought...



Can we give a bike a trunk?


And if we did, where could we put it?



Taking advantage of the space a hubless wheel opens up.


Several stages of prototyping leads to a successful model.




The addition of graphics communicates to the target user.

While many commuter bikes evoke a utilitarian design, Transport appeals to the competitive cyclist that is racing to work. The geometry and graphics reflect that of a road bike and the unique storage helps to avoid looking like a loaded-down pack mule.



In fall of 2013, the design gained some global recognition.
The discussion started with a blog post on the popular design website, Core 77...
and quickly expanded across the world wide web.