Psyched To Climb
To connect with the cycling demographic, our creative team absorbed aesthetics and messaging strategies across various athletic platforms. Once familiarized with modern trends, we looked to PTC’s preferences and altruistic traits to aggregate various unique brand looks and voices. Because the butterfly was an existing symbol utilized by Team PTC’s past branding efforts, we looked to disguise the butterfly and other symbolic items to mental health as various components of a bicycle. By using a subjective, ‘more than meets the eye’ logo strategy, we were able to go beyond standard team logos and deliver options that were complex in concept, but simple and recognizable to the viewer. Because Team PTC is more than just a cycling team, it was apt to equip the team with a multifaceted brand appearance and personality.
Key elements included a brand identity suite (logo, patterns, uniform, situational brand voices), website and social messaging, marketing materials, and guidance for future communications.