The Project:
Develop a comprehensive branding and promotional strategy for the inaugural all-day criterium bike race in Delaware County, PA.
The Challenge:
Create a distinct visual identity that captures the energy and competitive spirit of the event; design eye-catching signage for the racecourse, the start/finish line; and craft targeted marketing materials such as posters, flyers, and digital ads. Digitally, we had to manage a dynamic social media presence across platforms to build awareness and community engagement; as well as produce branded merchandise that both promoted the race and provided revenue opportunities.
The Strategy and Creative Solution:
As a first-year event in Delaware County, the race needed a bold identity that not only educated the public about the nature of criterium racing but also generated buzz and enthusiasm throughout the community. We drew inspiration from classic European cycling posters which are known for their dynamic compositions and vivid color. To evoke that sense of motion and excitement, we selected a brush-stroke-altered typeface that captures the speed, rhythm, and adrenaline of competitive cycling. This expressive typography became a central element of the brand, symbolizing both the movement of the race and the vibrant community spirit surrounding it. To further clarify the event’s appeal and accessibility, we developed the tagline “Spectate like a Pro,” a playful yet direct invitation that encouraged the public to engage with the event as active supporters, not just passive observers. The event also featured a separate kid’s race, which had its own dedicated title sponsor. This introduced another audience (children and their parents) segment that required a tailored marketing approach. The branding elements therefore,
differed significantly from the branding designed for the professional race audience. As a result, we developed a distinct set of creative deliverables to ensure the sponsor of the kid’s race received strong visibility and a meaningful return on investment
The Result:
Together, the logos, signage, awards, formed a cohesive brand that brought the Media Bike Race to life, setting the stage for an unforgettable day of sport, community, and celebration for the cyclists, families and spectators.
