The Pediatric Mental Health Institute needed a branding package for their cause-driven cycling team, Team Psyched to Climb. The cycling team aims to raise funds and awareness to improve mental health outcomes for youth and families.

To effectively connect with the cycling community, my art partner and I delved into the aesthetics and messaging strategies used across the sport and various other athletic platforms. Once we gained familiarity with modern trends, we combined PTC's preferences and altruistic traits to create a unique brand look and voice.

As the butterfly was already an established symbol in Team PTC's past branding efforts, we looked to integrate this and other mental health symbols into bicycle components to create a subjective, 'more than meets the eye' logo strategy. This approach resulted in options that were complex in concept yet simple and recognizable to viewers.

Since Team PTC goes beyond just a cycling team, we aimed to equip the team with a multifaceted brand appearance and personality.

As part of this project, I created a set of three brand voices to provide a unique organization like PTC with a unique brand voice. The outline below serves as a reference sheet for the team's future communication, helping to maintain consistency across all channels.

This Branding Package went on to win silver at the Denver One Club Awards.