Street banner for the Friends for Life Bike Rally designed by For Good Intent, featuring the event logo and branded colour stripes, with campaign details promoting the Toronto to Montreal ride.

People with AIDS Foundation

Refreshing a treasured brand—the Friends for Life Bike Rally

Challenges

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.

Insights

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.

Solutions

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.

Cyclists participating in the Friends for Life Bike Rally.
Custom-designed Friends for Life Bike Rally jersey in white, teal, yellow, and purple, featuring the updated event logo developed by Intent.
Cover of the Friends for Life Bike Rally brand identity guidelines, featuring a refreshed logo and bold colour blocking — part of a full rebrand by Intent.
Interior spread from the Friends for Life Bike Rally brand guidelines showing typography specs and the full colour palette, reinforcing consistency across print and digital assets.
The updated Friends for Life Bike Rally logo, designed as a circular emblem with interlocking figures in teal, magenta, purple, and gold — symbolizing unity and movement in the revitalized visual identity.
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