Designers might have ended the project with the bike itself, but as holistic design thinkers they pressed ahead. They created in-store retailing strategies for independent bike dealers, in part to mitigate the discomfort that novices felt in retail settings built to serve enthusiasts. The team developed a brand that identified coasting as a way to enjoy life (“Chill. Explore. Dawdle. Lollygag. First one there’s a rotten egg.”). In collaboration with local governments and cycling organizations, it designed a public relations campaign including a Web site that identified safe places to ride.