After 25 years, MultiCare Health System’s beloved charity ride, the Courage Classic, was due for a facelift. We are honored to have been chosen to rebrand the event, as well as provide ongoing strategy and design support.
Having worked closely with MultiCare on several campaigns in 2016, we were entrusted to lead them through the deep strategy work for which our studio is known. Often, large nonprofits like MultiCare tend to excel at either the concepting or execution phase. Our goal was to help demolish the wall between the two, melding the worlds of strategy and design.
Our primary goal with rebranding the ride was to highlight its beneficiary, Mary Bridge Children’s Hospital. Secondarily, we aimed to attract a more diverse ridership, including children and families. We also sought to distinguish ourselves from similar events, including Bike MS and Obliteride. These efforts help put Mary Bridge on the map as the champion for children in Southwest Washington.
In developing the logo and wordmark, we were challenged with integrating the event’s long-time sponsor, Alaska Airlines. Having studied the airline’s recent rebrand extensively, we were able to create a look and feel that was harmonious with their new identity.
We were also commissioned to develop the bulk of the ride's marketing materials, including print and web advertising, signage, social media assets, merchandise and apparel—including five different jersey options.