spur.

spur is a bike routing agent for berlin — an app that plans every ride to your profile, explains every choice, and never hides its reasoning. it came to anstrich as an idea. it needed the whole thing built: the business, the brand, and the product.

most routing apps adapt a generic map to a bike. spur is built for the city, not adapted to it — it knows the cobblestone in bergmannkiez before you ride into it, routes a cargo bike on weekdays and a road bike on sundays, and names every trade-off out loud instead of deciding for you.

the business model and positioning — including how spur earns through local-business corridor sponsorship rather than ads, and the “built for the city, not adapted to it” line the whole product hangs on.

a complete identity — the spur. wordmark, a lime-and-ink palette, heavy grotesk type with tabular numerals, and a voice that's flat, exact, and berlin-native, with no hype. one line carries it: “your ride. your reasons.”

spur itself. a routing agent with three modes — commute, leisure, training — and a natural-language brief (“avoid cobblestones, target karl-marx-allee, 40 km loop”). it returns three routes side by side, every trade-off named — surface mix, dedicated-lane percentage, where the sources disagree — then turn-by-turn navigation that calls the surface and the radweg quality as you ride.

the marketing site, a beta sign-up, a press kit, and a sponsorship flow for local businesses — geocoded in the browser and posted to spur's live backend.

business strategy, a full brand, a working routing app, and a sponsor-acquisition platform — idea to live product, end-to-end. one studio, one timeline.