Tour de Troit is a 38-mile city-spanning bicycle journey that started in 2002. Back then, the event was organized by one staffer and had 40 participants. In 2013, Tour de Troit evolved into an official nonprofit organization and holds several other spin-off events all throughout the year to to promote non-motorized infrastructure through education, public events, collaboration with communities and government organizations. The most recent Tour de Troit ride had over 5,500 riders.
When the organization realized it needed a comprehensive and consistent professional identity, we worked with staff to design an aesthetic that captures its dynamic essence. We started with a branding process that led to an energetic mark that reflects the active and adventurous trips around Detroit that make Tour de Troit popular. In addition to our identity work, we designed and developed a website that better reflected the wide range of events which made all of the event details easier to navigate. The layout is responsive which allows the newest event and the event calendar to be featured prominently, drilling down to the finer details from there. To leverage the social media tools that the organizers use most, we also included a feed from the organization's Facebook and Flickr accounts to show off the awesome photography from each event. We also provided an email newsletter template and a brand standards guide. Special thanks to Alex Bergin, we used his open source Detroit font Bar Sans for this project.