GOAL: The Apple Cider Century is a non-profit community bicycle event drawing up to 6,000 cyclists a year to Southwest Michigan every year in September. Starting with its 35th anniversary, a gradual rebranding from its homegrown roots was made. The signage, literature, promotional items and website had little unifying brand elements. The goal was to give the event a more professional, established look without losing the local feel.
RESULTS: Autumn themed colors were established as well as a repertoire of typefaces ranging from Futura, Rockwell, and Archer. The new design style has been flexible enough to evolve and adapt to many areas of the ride, allowing it to keep ridership up and compete with the many newer cycling rides that have entered the market throughout the years
