For cyclists with a big heart, one of the best California cycling events is riding with AIDS/LifeCycle, a seven-day bike ride to raise money and awareness for the Los Angeles LGBT Center and San Francisco AIDS Foundation. For the 2018-2020 brand refresh, 'verynice' enthusiastically developed the AIDS/LifeCycle's campaign name and positioning, brand strategy, identity, typography, visual design system, and campaign assets.
Direct contributions:
Brand identity, system of visual language, editorial design, and print/digital collateral. Photo imagery sourced from AIDS/LifeCycle and verynice.
Brand identity, system of visual language, editorial design, and print/digital collateral. Photo imagery sourced from AIDS/LifeCycle and verynice.
Brand Identity Process
After establishing the campaign concept, the branding process explored a series of logo and iconographic sketches, color applications, and messaging between the design team and client for nearly four weeks. The refined result of the 'Ride Love Live' campaign emphasized the ride purpose as being as distinct, exciting, and as memorable as their participants are. The brand visual language consisted of custom typography reminiscent of a niche club and expressive linear iconography that felt bespoke to the participants who frequent the event. Evolving the AIDS/LifeCycle orange led to a warm color palette that completed the full picture of the vibrant, powerful, and welcoming energy that comes from this biking community. Most of all, the client wanted a mark that made their participants so proud to be associated with the ride, they might even brand themselves!
Brand Collateral Applications
Collateral production included brand guidelines, a visual design system with iconography and photography, a welcome toolkit for new all riders, digital banners, promotional print graphics, and various apparel such as biker uniforms. A dozen templates were included for the internal AIDS/LifeCycle team to use, paying close attention to the organization’s needs to vary the campaign slightly per year for incoming applications and audiences.
