24 Hours Of Booty – More Than Just A Ride For Cancer Charities
Helping a nonprofit brand scale from one local ride to a multi-city movement.
When 24 Hours of Booty approached only a few years after their first ride, they had heart, momentum, and a handful of basic materials — a logo, simple sponsorship pieces, and tools to spread the word. The mission was powerful: a 24-hour cycling event in Charlotte, North Carolina, raising funds for multiple cancer charities.
What they needed was a brand system built to grow — to do more, just as they planned to.
The logo was refined, the color palette strengthened, supporting graphics and taglines introduced, and a flexible visual language developed to scale across sponsorship decks, brochures, advertising, event signage, and merchandise.
All of these things provided a brand system with clarity, consistency, and structure for long-term growth.
Expanding into new cities while maintaining brand integrity.
What began as a single Charlotte-based event grew into four events across multiple cities in the region — supporting thousands of riders annually. As the organization expanded, the brand expanded with it.
Over nearly a decade, the collaboration included dozens of projects each year — many with dozens of detailed deliverables of their own: sponsorship campaigns, billboards, awards design, cycling kits and jerseys, truss graphics, banners, printed materials, environmental graphics, and more.
Original logos and just some of the many new logos and lockups created and used over the years.- One year’s truss design, spanning the neighborhood street in Charlotte, NC., with riders starting the event.
- Similar but different ad campaigns, sizes, content, etc., but with cohesive brand visuals.
- Different merchandise and materials designed for display, purchase, or as rider or sponsor gifts.
We worked closely with The Dunstan Group to extend the brand into functional, playful swag and apparel, maintaining brand standards while adapting design elements across numerous mediums and manufacturers each year.
Every year or two, the brand’s visual language was thoughtfully refreshed — not reinvented — to keep it energetic and relevant without sacrificing brand equity.
What didn’t change was navigating real-world constraints — nonprofit budgets, high expectations, and multiple markets — while ensuring the brand felt unified and recognizable everywhere it appeared.
- First “general” brochure spread with general ride information and inspirational imagery.
- Second spread with beneficiary information and event images.
- Third spread with details about different city rides and cycling route info.
- Back of brochure contact and calls to action.
A decade-long partnership that continues to grow in unexpected ways.
I worked alongside three executive directors and countless team members over the years, forging genuine friendships and making this one of the most meaningful partnerships of my career.
Beyond the deliverables, the partnership created new opportunities and lasting connections.
With sponsors, vendors, and participants engaging the brand across multiple cities year after year, the trust built through this work led to ongoing collaborations that continue to this day, long after I stepped away.
- A digital billboard design specifically for one city’s event — unique art was created for billboards in other event cities.
- Cool city-specific gray on gray t-shirt designs with a map of “the loop” designed in.
- Different merchandise designed for purchase or as rider or sponsor gifts.
- One year’s truss design, spanning the neighborhood street in Charlotte, NC.
Following this period of growth, the organization evolved into what is now known as the 24 Foundation — a natural next chapter for a nonprofit whose mission had grown well beyond its original footprint.
To date, the 24 Foundation has raised more than $31 million dollars for their beneficiaries – each doing their part to change the course of cancer.
Jason is an integral part of the 24 Hours of Booty team. Jason is easy to work with and is one to never shy away from a challenging project.
Everywhere we go, we always receive comments on how great our collaterals look. More importantly, they get the results we want.
In fact, time after time, Jason comes back with the perfect design solution for our organization.
— BASIL LYBERG, 24 HOURS OF BOOTY
