The Montgomery County Bikeways network is an extensive collection of bicycle routes designed to connect people of all experience levels to jobs, schools, shopping, dining, and recreation. More than just infrastructure, it serves as a vital community asset that enhances both personal and economic well-being.
Guide Studio partnered with Montgomery County to develop a cohesive place branding strategy that clarifies the identity and experience of the Bikeways Network, making it intuitive and engaging for the public. Through in-depth stakeholder engagement, we uncovered the need to simplify public perception of the network by distinguishing between two key experiences: the full Bikeways system and the routes designated as the “best experience.”
To bring this to life, we created a bold, overarching Bikeways identity with a signature green logo, establishing a recognizable brand for the entire network. For the premium “best experience” routes—dubbed Breezeways—we introduced a distinct branding system with its own color and design elements to ensure clear differentiation.
Beyond branding, we developed a comprehensive, adaptable wayfinding system that seamlessly integrates into different environments. Using standard materials and scalable components, the system is designed for easy updates and long-term expansion. This strategic approach ensures that users can confidently navigate the network while reinforcing a sense of place, connectivity, and community.
At its core, this place branding initiative transforms the Montgomery County Bikeways into more than a transportation network—it becomes a recognizable, valued amenity that strengthens identity, enhances experiences, and elevates the county’s reputation as a bike-friendly destination.
