People with AIDS Foundation

Refreshing a treasured brand—the Friends for Life Bike Rally


The Friends for Life Bike Rally is the premier fundraising event for the Toronto People with AIDS Foundation. Their brand had been developed and refined over the years by various internal and external stakeholders, but needed a professional touch to reinvigorate the brand for the 20th anniversary event.


Following our proprietary process, we learned that the Bike Rally was much more than another sponsored ride. It wasn’t just another fundraising event like so many others, this event is something participants look forward to every year, a real highlight of their year. The event is not an event, it’s a community of people working together to raise money for services for people living with HIV/AIDS.


We leveraged this idea of people coming together, and merged it with the idea of a bike wheel to custom craft a unique symbol, people interlocking to look like spokes. This new logo was fresh yet referenced a classic modernist design approach. The client was thrilled with the logo, and we extended it to a full brand platform including custom bike jerseys, banners, advertisements, a refreshed website home page, and a complete brand manual.

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