Bike For Brain Health is an annual event that supports dementia research and patient care. It was recently reborn as a subtle yet powerful visual identity by designers Zoë Boudreau and Jesse Shaw, who won the Gold Award in the Cannes Lions Young Lions Design category for the project.
The core graphic is a bicycle, distorted and changing in form. It visually symbolizes the state of confusion and cognitive changes experienced by dementia patients, while at the same time representing the strong will to move forward. It is a story not only for dementia patients, but also for their families and supporters.
The phrase “Help us slow the race against dementia” reinforces recognition through repetition and maintains a consistent brand identity.
