05/26 — 2025 by abduzeedo Explore the award-winning "Bike For Brain Health" project. See how dynamic art direction and branding create a powerful visual identity for a cause. Every so often, a design project comes along that truly resonates. It's more than just aesthetics; it's about conveying a powerful message. The "Bike For Brain Health" conceptual system is one such example. This annual event supports dementia research and care. Its visual identity, crafted by designers Zoë Boudreau and Jesse Shaw, offers a masterclass in thoughtful art direction and branding. A Dynamic Visual Concept The core of this system is a bike. But not just any bike. This one "shifts and morphs," adapting to its environment. This dynamic quality is key. It reflects the disorientation dementia can cause. Yet, it also shows the determination needed to find a path forward. This clever visual metaphor is instantly recognizable. It forms the backbone of the entire brand. Branding in Action: Posters and Beyond Great branding extends across all touchpoints. Boudreau and Shaw's work shines here. The morphing bike graphic is not static. It transforms into a framing device. This highlights participants in photos. It also serves as a wayfinding element during the event. Consider the poster series. Each poster features a different configuration of the bike. The consistent messaging, "Help us slow the race against dementia," ties them together. This repetition reinforces the cause. It also showcases the versatility of the core visual. This thoughtful art direction ensures brand recognition. Engaging Across Platforms In today's world, digital presence is vital. The "Bike For Brain Health" system translates seamlessly. Social media mockups show the bike graphic framing real participants. This personalizes the cause. It makes the abstract concept relatable. The visual identity adapts, maintaining its impact on smaller screens. This demonstrates strong UI/UX thinking, even in a conceptual stage. Beyond social, the system considers practical applications. Wayfinding signage, like the "Check in Here" poster, uses the bike graphic. It guides attendees. A mobile app screen also features "The 50KM Route" outlined by the bike's morphing lines. This shows how illustration and graphic design can serve functional purposes. It's about more than just looking good; it's about guiding and informing. The Power of Thoughtful Design This project, which won gold in the Young Lions competition's design category, proves a point. Effective art direction and branding can elevate a cause. It connects with people emotionally. The "tangled yet recognizable" bike reflects complex themes. It speaks to both struggle and hope. This human-centered approach is what makes design truly powerful. It's a reminder that visual identity isn't just about a logo. It's about a story, a feeling, and a call to action. To explore more about this inspiring project and the designers behind it, visit Zoë Boudreau and Jesse Shaw's portfolio at https://boudreaudesigns.com/bike-for-brain-health-design-system. Art direction and branding artifacts