Pelotonia 2019
Pelotonia began in 2008 as a bike ride in Columbus, OH to raise funds for cancer research at The James at Ohio State Comprehensive Cancer Center. Over the years, Pelotonia has raised more than 300 million dollars in funds for cancer research. Each year, the Pelotonia brand is given a refresh. Pelotonia is rooted in a strong community and the 2019 uses its supporters and biggest fans as its focal point.
Awards: Best of Category, Campaign Design, CSCA 2019
SERVICES
→ Brand Design
→ Campaign Identity
→ Web Design
ROLE
→ Senior Designer
Campaign Identity
Pelotonia has always been about more than just a bike ride—it’s about people coming together for a bigger purpose—ending cancer. For the 2019 campaign, the community was put front and center, celebrating the personal stories, experiences, and unique personalities that make Pelotonia what it is.
Instead of just telling these stories from a singular point of view, the community was invited in to be part of the campaign itself. Riders, supporters, and volunteers shared the moments and artwork that inspire them to participate and keep coming back year after year.
Visually, this idea was brought to life through a collection of arrows—each one representing an individual’s journey—coming together to form something greater. Every arrow had its own story, just like every person in the Pelotonia community, reinforcing the idea that while each participant is unique, they’re all moving forward together toward a common goal: ending cancer.
To launch the campaign, a library of marketing arrows was created to help guide and inspire those who would later participate.
The Events
Microsite
Arrows created by the community were used after the campaign launch in marketing materials and signage. A microsite was created to showcase the art and stories of Pelotonia participants.
Out of Home
Created at: FORT
Collaborators: Drue Dixon
