To attract audiences to the Gravity Cup and raise awareness of AFD’s sponsorship, we designed posters that were placed in local mountain bike retail locations. We incorporated a fun ink-splatter design on the posters while remaining consistent with the AFD brand identity to reflect the casual event and appeal to the target audience -- younger, male and female biking enthusiasts.
We launched a web advertising campaign as part of the event promotion for the Gravity Cup. The web ads had the same design as the poster to encourage brand recognition. These particular ads (leaderboard and sidebar formats) appeared on PinkBike.com, a sponsor of the event.
Another part of our web advertising campaign for the Gravity Cup used big-box format web ads designed for social media sites and sponsor websites. These ads were consistent with the other campaign materials, using the ink splatter with the AFD brand identity.
We chose to remove the image of the biker in the web ads so we could focus on a simpler design and prominently feature the event details.
We produced two different t-shirts for the Gravity Cup -- one for volunteers, and one for attendees to purchase and AFD employees to wear. Both shirts followed the same ink-splatter design as the posters. The design incorporated the biker and event logo, presenting them as one cohesive element. Keeping the rest of the shirt simple, we created space on the back for other event sponsor logos.
The event volunteer t-shirts we created were simpler than the attendee shirt, but still looked cohesive thanks to the application of the ink splatter, type treatment and AFD brand colours.