NEOCycle · Cleveland, Ohio
Creative Direction
and Design
the nation’s largest urban cycling festival, rebranded
A multi-day festival at Edgewater Park needed a brand that matched its energy. I led the rebrand and the integrated campaign that won Event Marketing Campaign of the Year.
My role
Director of Marketing and Communications
Timeline
2017 to 2018
Award
2018 Event Marketing Campaign of the Year, Sports ETA
Services
Identity, messaging, web, print, merchandise, paid ads, social and video
The challenge
Show off Cleveland’s cycling-friendly side.
Heading into its fourth year, NEOCycle needed a new brand to promote Cleveland’s cycling-friendly side, active lifestyles and its incredible parks system. It had to reach competitive cyclists, active riders and local social enthusiasts across Cleveland, Columbus, Pittsburgh and Buffalo.
The play
A new look, an edgier voice and a campaign to match.
I brought in an agency to define the target audience and shape early ideas, working with their team of designers on initial concepts and messaging before bringing the work in house.
We built everything the festival needed, including a refresh to the main logo, new logos for all the rides and events and the overall identity. The messaging took on an edgier, more playful voice, and the work extended to a brand new website at neocycle.org, posters, merchandise and signage. The campaign ran across paid ads, social and video.
I also wrote and designed the award submission, which peer organizations voted Event Marketing Campaign of the Year.
The logo family
The final score
What the campaign delivered
12.97M
earned media audience, up about 3,150% from 2016
$320K
in publicity value, up about 2,380% from 2016
2,400+
registrants from 19 states and three countries
61.8K
unique website visitors in three months
632K
social impressions
8.4M
paid impressions at a 0.50% click-through rate, against a 0.09% benchmark
Your move.
Ready for your own big-stage moment?
