Nonprofit Brand Development
Objective: Engage new audiences by breathing new life into an old and tired brand.
Brand Strategy: By featuring many types of cyclists and bicycles in our collateral, we’re promoting the message that no matter what, when, where, why you ride, you ride. Ride with us.
Obstacles: Limited access to range of images necessary to convey breadth of bicyclists. Overcome by holding photography contests and converting images to black & white to generate visual continuity.
Benefits to Nonprofit Partner: Increased recognition and connection with membership. And a brand that is solid and marketable to for-profit partners.
Benefits to For-Profit Partner: More visible and desirable associations with a good cause.
Thumbnail (left): Six parts of web banner animation shows bicycle and rider diversity with brand messaging.
