Overview

A combination of books, bikes, nature and an infectiously enthusiastic client made this project irresistible. We loved the challenge of branding an event that focused on improving mental health through exercise and reading. We developed a flexible brand system that can be adapted for each new event. The collectible t-shirt highlighted locations along this year’s cycling path and will be updated for future rides. The logo is made up of different elements and the “pages” are intended to change colour to match new ride themes. Advanced exposure was key to spreading the word and we did our part by designing a t-shirt, a postcard, an ad, posters and social media. Our client is on to something quite special with this event and we’re happy to go along for the ride.