ABOUT
WHAT IS BIOMOTION?
Biomotion is the name given to the movement of living things, and thanks to thousands of years of evolution, our brains are hard-wired to recognise it really quickly. Gunnar Johansson, a Swedish perceptual psychologist was one of the first people to study and document this phenomena. If you’re interested in learning more about how our brains perceive biomotion, check out this video.
So how does this help you on a bike?
Firstly, it helps you to be seen sooner. Studies from Clemson University have shown that we can recognise a cyclist’s highlighted biomotion up to **5.5x sooner** than we can recognise a static rear bike light.
Secondly, it helps you to be recognised as a human. An Australian study conducted in 2019 found that over 50% of motorists saw cyclists as **“less than human”.** It also showed a strong link between how road users saw each other and how they treated each other. It proved that safety was about much more than just visibility; it was about building empathy and awareness on our roads.
This is the reason why the innovative design behind the FLOCK LIGHT is focused on your human motion, not just on being bright. A regular tail light might make you visible, but it only shows you as a flashing red point. That can make it really hard for a motorist to distinguish you from the other flashing red points around them. By shining light down onto your moving legs, the Flock Light distinguishes you immediately from your surroundings, and highlights you as a human on a bike.
MEET THE FLOCKERS
Co-founders Tim Ottaway and Marie Penny are not only partners in business, but partners in life. They founded the company in 2020 because they recognised safety as a major barrier preventing more people from riding bikes. They also believed that great design had the power to positively impact our lives, our roads and our cities as a whole.
As their company name suggests, this is an ongoing Project for Tim and Marie - a project of continually learning and creating. They plan to bring more innovation to the field of cycling and mobility. The Flock Light is just the beginning.
OUR MISSION
Cyclist Deaths On Australian Roads Have Doubled Over The Last 3 Years.
We love cycling but our roads don't always love us back. Did you know that the number 1 cause of fatal cycling crashes involves a rear collision from a motor vehicle? Jumping on your bike - something so beneficial to our health and our planet - shouldn’t be this dangerous. We want to help change this.
Here at Project Flock, our mission is simple: we want to contribute to improved road safety by using innovative product design to nurture positive interactions and reduce death and injury. And we’re starting with cyclists.
Biomotion is the name given to the movement of living things, and thanks to thousands of years of evolution, our brains are hard-wired to recognise it really quickly. Gunnar Johansson, a Swedish perceptual psychologist was one of the first people to study and document this phenomena. If you’re interested in learning more about how our brains perceive biomotion, check out this video.
So how does this help you on a bike?
Firstly, it helps you to be seen sooner. Studies from Clemson University have shown that we can recognise a cyclist’s highlighted biomotion up to **5.5x sooner** than we can recognise a static rear bike light.
Secondly, it helps you to be recognised as a human. An Australian study conducted in 2019 found that over 50% of motorists saw cyclists as **“less than human”.** It also showed a strong link between how road users saw each other and how they treated each other. It proved that safety was about much more than just visibility; it was about building empathy and awareness on our roads.
This is the reason why the innovative design behind the FLOCK LIGHT is focused on your human motion, not just on being bright. A regular tail light might make you visible, but it only shows you as a flashing red point. That can make it really hard for a motorist to distinguish you from the other flashing red points around them. By shining light down onto your moving legs, the Flock Light distinguishes you immediately from your surroundings, and highlights you as a human on a bike.
Co-founders Tim Ottaway and Marie Penny are not only partners in business, but partners in life. They founded the company in 2020 because they recognised safety as a major barrier preventing more people from riding bikes. They also believed that great design had the power to positively impact our lives, our roads and our cities as a whole.
As their company name suggests, this is an ongoing Project for Tim and Marie - a project of continually learning and creating. They plan to bring more innovation to the field of cycling and mobility. The Flock Light is just the beginning.
Cyclist Deaths On Australian Roads Have Doubled Over The Last 3 Years.
We love cycling but our roads don't always love us back. Did you know that the number 1 cause of fatal cycling crashes involves a rear collision from a motor vehicle? Jumping on your bike - something so beneficial to our health and our planet - shouldn’t be this dangerous. We want to help change this.
Here at Project Flock, our mission is simple: we want to contribute to improved road safety by using innovative product design to nurture positive interactions and reduce death and injury. And we’re starting with cyclists.