1: A bicycle with at least one part dangling off and/or duct tape holding the bike together.

2:  A bike that makes others aware of your impending arrival by the volume of the squeal coming from the petrified brake pads or lack there of.

3: A Huffy or Murray mountain bike with three broken spokes and a shift lever unattached.


100 Hoopties was a design challenge project where for one hundred consecutive days in 2014 – I reimagined an iconic piece of artwork using only scrapped bicycle parts. This project was part of a series of 100 Days projects, taken on by the 2014 Masters in Branding graduate students at the School of Visual Arts in New York City.

The 100 Days project concept was created by renowned designer Michael Bierut of Pentagram Partners. His challenge is that as an individual, you work to develop an idea of your choosing where you do a meaningful operation that you are capable of repeating every day. The only restrictions on the operation you choose is that it must be repeated in some form every day. The project becomes a testament to self discipline, and about how you find creativity each day.

Graphic designer and cyclist Jennifer Beatty created 100 Hoopties as a means of creating a bridge between her contrasting identities and branding herself. Throughout the years, Jenny found that in the cycling world she was teaching people about design and cycling to people in the design world. Dubbed “graphikdeziner” by members of the Los Angeles cycling subculture, Jenny became a design tour de force with local bike businesses, helping them with design and creative strategy.

100 Hoopties was partly Inspired by the cycling subculture, her lust for upcycling and the sheer challenge of completing 100 posters in 100 days. Jenny’s favorite rides are centuries where you ride 100 consecutive miles in a single day. Hoopties became Jenny’s design century.

Each piece that Jenny recreated has played a role in shaping the designer and cyclist she became. Artwork chosen could have been from her childhood, a piece by an artist she admires, music that defined a key aspect of her life, or even a reminder of a friendship.

Within 5 days, the project was shared by Brain Pickings, and went viral. It became much more than being creative everyday, but also a discipline in time – having to choose pieces that she was actually capable of recreating given available time and parts. In addition to to the actual making of the Hoopties, the virility led to hundreds of emails, interview requests, and write-ups. Pieces would take anywhere from 2-6 hours to make, and another few hours a day managing the site and traffic.

At the end, Jenny completed the final Hooptie, on the day she graduated from the Masters in Branding program at the School of Visual Arts. It was a bittersweet moment, but opened the door to so much more.