A Revolutionary Event
Change before you have to. We’ve all heard it said. For JDRF, a global leader in the search for an end to type 1 diabetes, there was no better choice. Since 1988, JDRF’s nationwide fundraising event involved corporate teams of 5 participants, each stationary biking for a total of 60 minutes per team. JDRF wanted to expand this event to reach a broader audience, strengthen connection to the cause, and create pride of participation. To help create change, JDRF brought in Clear Space to refresh the event brand; from naming to creative concept to brand guidance.
We renamed the event JDRF Revolution Ride to Defeat Diabetes. Revolution reflects the act of pedalling, evokes action, while also aiming to inspire people to stand up together against T1D. The new graphic identity also promotes customization. A flexible system allows different host cities across Canada to create unique communications materials while adhering to the overall brand image. The result is a reinvigorated event – one that both participants and employees across Canada can rally behind.