EVENT BRANDING // BRIDGE CAPE PIONEER TREK

CLIENT: Dryland Events

DATE: 2012 - Present

THE IDEA

Having taken part in the Cape Pioneer in 2011, it was immediately apparent to us that there was something unique and inspiring about this 7 day mountain bike stage race in the Klein Karoo. Henco Rademeyer and the Dryland team had lovingly crafted a race with a world-class route and organisation. But more than that, their passion for the sport and the area had formed something that went beyond the sum of the parts - they had created a race with soul. Drawfour were profoundly moved by the experience and spotted many areas of opportunity for exciting branding and design that would do justice to the event itself. With a new title sponsor for 2012, the stage was set for a comprehensive branding program from the logo to the finish line banners.

THE TRANSLATION

The success of the new identity owes much to a week spent sleeping under the stars during the 2011 race, as well as many days spent in the company of the Dryland team. With their involvement we crafted a logo that captured the essence of the race as well as the unique landscapes of the Klein Karoo. A simple, bold visual language was developed that not only looked striking, but was easy to reproduce across a variety of applications; from race numbers and leaders' jerseys to digital animations for the DSTV Supersport coverage.

Our collaborative approach led to innovations in the way information was presented in the race booklet. For the first time competitors could see the entire race profile plotted on the same page. Also included was the 'race at a glance’ that used simple graphics to show how each stage compared in terms of distance, profile and meters climbed.

In conjunction with a comprehensive marketing effort in 2012, the Bridge Cape Pioneer Trek, through its strong visual presence, drew record numbers of international entrants who came to enjoy a truly world-class South African mountain biking experience.

 
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Images courtesy of Slingshot Media (www.slingshotmedia.co.za)