Summary
PedalQuest is a fictional, city-wide cycling event in Asheville, North Carolina, designed to promote health, community and sustainability. My undertaking was to create a strong visual identity for the brand that could be used leading up to and during the event. Every successful branding endeavor is derived from clear goals, and a vision inspired by concrete values. Before I could even start brainstorming, I needed to define what PedalQuest was really out here to accomplish. I landed on this mission that lay the groundwork for the rest of the project to come.
Mission
PedalQuest’s mission is to facilitate and celebrate connection with other people and the outdoors.
Brand Archetypes
Many effective brands can be broken down into one or more of 12 brand archetypes, originally the work of Swiss psychologist Carl Jung who labeled them as personality archetypes. Matching a brand to these archetypes gives a greater sense of who the brand targets, what its values are, and how it’s perceived. I started my process by identifying the archetypes PedalQuest embodies. Below is a brief description of PedalQuest's two archetypes.
The Everyman
Desires a sense of belonging, and values community above all else.
Puts faith in things that appear down-to-earth and trustworthy.
The Explorer
Desires freedom and values discovery above all else.
Chases brands that promise excitement and fulfillment.
In tandem, these two archetypes create a brand that promises anyone can go on an adventure.
