With an establishing gift from NetJets founder, Richard Santulli, The James Cancer Center at OSU sought to launch an annual fundraising event that would secure a new revenue stream. Determined to stand apart from other "athletic" fundraisers, they turned to slover [AND] company to create a distinctively branded event identity.
We started with a new name, derived from the cycling term "peloton," the scrum of cyclists who rely on each other to succeed. The branding system touched on every aspect of visual branding, from logo and icon design to business tools, print collateral, event graphics and banners and the inaugural website. Did we mention that we did it all for free? Yep. And we thank The James for the amazing work their doctors do.
THE BRANDING PROGRAM IS DESIGNED TO INSPIRE AND CREATE A SENSE OF COMMUNITY. "PELOTONIA" EVOKES A PLACE OF HELP, HOPE AND POWER. HIDDEN WITH THE CYCLIST ICON ARE THE LETTERS OSU, AN INSIDER TRIBUTE TO ITS SURROUNDING INSTITUTION. THE BRANDING MANUAL IS EXTENSIVE, TO ENSURE CONSISTENCY OF APPLICATION, WHOEVER DOES THE WORK, AS LONG AS IT NEEDS TO GET DONE.
BUT WE DIDN'T STOP THERE (BECAUSE THE FIGHT AGAINST CANCER ISN'T OVER YET). WE DELIVERED A FULL YEAR OF DESIGN OF EVERY ASPECT OF LAUNCH COLLATERAL FOR AN EVENT THAT HAS GROWN BIGGER AND MORE POWERFUL SINCE ITS LAUNCH IN 2009...BUT WITH THE SAME BRANDED PROGRAM.