Challenge

Pedal for Alzheimer's wanted to establish the Knoxville Gran Fondo as an annual fundraising event that could eventually become part of a larger series. The identity needed to feel connected to the existing Pedal for Alzheimer's brand while standing on its own as something cyclists would be proud to wear and associate with completing the event.

Approach

I developed the identity independently, using the existing Pedal for Alzheimer's slanted badge style as a foundation while introducing visual cues that made the event distinctly Knoxville.

The Sunsphere and Smoky Mountains became key visual references, giving the identity a strong sense of place while avoiding a corporate feel. I also explored several concepts before settling on the final direction. One early concept used a circular bicycle-spoke structure, but I ultimately moved away from it because it resembled a bottle cap and could have created confusion with another Pedal for Alzheimer's campaign.

Solution

I created the logo and broader visual system, including color, typography, flyers, social media creative, and email design.

The identity was applied across athlete jerseys, volunteer shirts, a finisher medal, merchandise, and digital communications.

Outcome

The project had an extremely compressed timeline. I had less than a week to develop the concept, work through multiple rejected directions, finalize the identity, and launch promotional materials.

The event generated more than 100 registrations in its first year, helping establish the inaugural Gran Fondo as a successful fundraising event.

Nashville Gran Fondo

Following the success of the Knoxville Gran Fondo, I developed a second identity for a planned Nashville event, using the iconic Natchez Trace Bridge as a visual reference.

The concept extended the Gran Fondo visual system into a second location, creating a consistent series while giving Nashville its own sense of place. The event was ultimately paused before launch, so the identity was not put into production.