A spring classic celebrating cycling, community, and charity.
Rasputitsa Gravel Race Brand Identity
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.”
With its rich, artistic tones of red, blue, and white, the identity portrays a feeling of authenticity and storytelling. Pops of brainstormed-handwriting on crisp white provide a contemporary yet timeless feeling. Finally a blend of 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 soul of the event, a dynamic tale of its community.
Diagnosed with Young-Onset Parkinson’s disease in 2015, co-founder Heidi Myers has found redemption and motivation in cycling. Though writing has become a challenge for her, we captured Heidi’s unwavering strength and spirit by creating a custom typeface from her handwriting.
A time capsule.