Rasputitsa
A spring classic celebrating cycling, community, and charity. And mud.
Sector
Lifestyle
Services
Brand Guidelines
Logo
Visual System
Brand Strategy
The Story
Rasputitsa is Russian for “mud season” – when roads become difficult to traverse. The annual event is an exuberant 100 kilometer, insane, drop-to-your-knees & cry sufferfest. It’s a disconnect and retreat. A spiritual journey of preparation, experience, and collectiveness. We worked with co-founders Heidi Myers and Anthony Moccia to establish a brand strategy with one goal in mind, to “Foster Community, Freedom, & Unity through Cycling.”
An identity that portrays a feeling of authenticity & storytelling.
Rich, artistic tones of red, blue, and white collaborate with pops of brainstormed-handwriting on crisp white to provide a contemporary yet timeless feeling.
A system with soul.
Black & white photography, desaturated imagery, and rough textures create an artistic blend of movement and fluidity. The brand identity is an expressive view into the character of the event, a dynamic tale of its community.
Choose your Own Adventure
That was quite a ride, how are you feeling?
