Parkway Pedal
Building a cohesive event brand for a charity cycling experience
Parkway Pedal was a charity cycling event sponsored by Coldwell Banker to bring the community together around fitness, fundraising, and local engagement. I was brought in to develop a complete visual identity that could promote the event across multiple touchpoints and create excitement before race day.
The goal was to build a recognizable, energetic brand that appealed to cyclists, families, and sponsors alike while clearly communicating the event’s purpose and value.
The Challenge
The event needed more than a logo—it needed a full campaign identity that could scale across print, digital, and environmental media.
The core challenges included:
- Creating a brand that felt active, fun, and community-focused
- Designing visuals that could attract participants and sponsors
- Maintaining consistency across many promotional materials
- Helping the event stand out in a crowded local event landscape
Because this was a charity event, the branding also needed to feel approachable and inclusive rather than overly competitive or “elite cyclist.”proachable and fun for young readers.
My Role
As the lead designer, I developed the entire visual identity and supporting campaign materials from concept through final production.
My responsibilities included:
- Logo design
- Brand identity development
- Direct mail pieces
- Email blast
- Promotional collateral and marketing assets
- Billboard design
I owned both the creative direction and execution, ensuring every touchpoint felt cohesive and aligned with the event’s goals.
The Strategy
I approached the project by focusing on three brand pillars:
1. Energy
The visuals needed to capture motion, speed, and excitement to reflect the cycling experience.
2. Community
This event was about bringing people together for a good cause, so the branding needed warmth and accessibility.
3. Visibility
Promotional materials had to communicate quickly and effectively, whether seen on a billboard, mailer, or website.
To support these goals, I used bold typography, dynamic composition, and a vibrant color palette that created momentum and visual impact.
The Solution
The final brand system delivered a strong, recognizable identity that worked across every medium.
The logo combined clean, modern design with visual cues inspired by cycling and movement. Supporting graphics reinforced the feeling of forward motion and helped unify the campaign.
From large-format billboards to direct mail and web assets, every piece worked together to create a seamless brand experience. The consistent identity helped establish trust, improve recognition, and generate enthusiasm around the event.
The result was a polished event brand that elevated Parkway Pedal from a simple community ride into a professional, memorable experience that sponsors and participants could rally behind.
