To help launch Globe, Specialized's electric bike brand, we created a bold identity inspired by the fun and energy of electric mobility. What began as a cheeky smiley face evolved into "Pluggy," a playful character with outlet shaped eyes and a hidden Specialized "S" in its tongue. The result was an ownable brand icon that captured the joy, personality, and optimism of electric cycling. Globe later went on to be named Bike of the Year by Bicycling Magazine.