To help launch Globe, Specialized’s electric bike brand, I created a bold identity built around the fun and spark of electricity. The original concept, a cheeky smiley with its tongue out, nodded to classic counterculture. Globe loved the rebellious spirit, so I evolved the character into “Pluggy”: a smiley with outlet-shaped eyes and a hidden Specialized “S” in the tongue. The result is a playful, ownable mark that channels the joy, energy, and offbeat attitude of electric riding.