One of These (Brand) Things is Not Like the Others
April 14, 2011
How we helped Yay Bikes! align a visually rogue initiative with their master brand
Challenge
Yay Bikes! has become a strong, credible voice for bicycle
mobility in Columbus. But as they prepared to organize their third
annual Bike to Work Challenge, it became strikingly clear that the event
branding didn’t reflect the organization’s serious advocacy chops, or
the strong community spirit and civic pride tied to it.
Solution
Fulcrum Creatives set out to rebrand the event with a critical
question in mind: What does the Bike to Work Challenge represent for
people? The answers came quickly: Many different people coming together
for cycling. Friendly competition. City pride. And just plain fun. The
event’s evolved look and feel reflected exactly that—complete with a
logo reminiscent of a winner’s award ribbon, and photography portraying
challenge participants in proud stances.
Impact
From posters and flyers to buttons and water bottles, the evolved
look and feel for the Bike to Work Challenge brought new energy and
credibility to all 2010 event communications. Says Meredith Joy,
President of Yay Bikes!, “Even the national media took notice—calling
our Bike to Work Challenge one of the most professional and
impressive-looking events of its kind across the U.S.”
