Concept "Protect your brain"

Baycrest is dedicated to dementia

prevention, and the brand identity for the

annual Bike for Brain Health fundraising event reinforces the importance of brain protection and awareness. Observing cyclists, we identified a universal symbol: the helmet. This essential piece of gear serves as a powerful visual metaphor, linking brain health to the protection cyclists rely on during their ride.

Execution

The logo seamlessly blends the organic

shape of the brain with the strength and

resilience of a helmet, reinforcing the event’s core message. The brand system

incorporates the helmet as a key design

element, creating a cohesive and impactful visual language. The dynamic color palette is inspired by MRI brain scans and the motion design embodies the brain activity. Bold, highly recognizable typography ensures memorability and visibility.

Strategic touchpoints are designed to

engage participants at every stage, by

driving registrations before the event,

enhancing the visual experience during the

ride, and providing meaningful souvenirs

that serve as lasting reminders of the cause.