The Good Ride Brand Identity Design: New Name, Same Mission, Bigger Vision
From regional roots to national potential—designing a charity cycling identity that could go the distance.
When the regional “Charheel Classic” cycling event needed a rebrand and full brand identity toolkit, we partnered to build a new identity that could scale with its mission. The event had gained traction in its first two years raising funds for cancer research, but the name “Charheel” tied it closely to North Carolina—limiting its expansion potential.
By evolving into The Good Ride, the event stayed true to its mission of cycling for a cause while introducing a friendlier, more engaging identity to reach a broader audience.
Designing a new brand identity system that embraces the history.
We created a versatile identity system centered around a new logo mark—a playful, stylized “G” that echoes the form of a bicycle sprocket and crank. The updated identity preserved the recognizable teal from the original event, combining it with a charcoal gray for a duotone palette that was energetic yet grounded. In addition to the main identity, we designed supporting logotypes for “The Good Rider” and “The Good Ride” for use on event swag, giving flexibility for playful applications while staying cohesive.
CREATIVE / ART DIRECTOR
Jason Robinson
GRAPHIC DESIGN
Jason Robinson
PRODUCTION MANAGEMENT
Jason Robinson
PHOTOGRAPHY
Michael C. Hernandez
SWAG / JERSEY PRODUCTION
The Dunstan Group / Giordana
Graphic design and collateral design—from signage to swag—made the event feel organized and approachable.
The tone of the rebrand emphasized approachability, fun, and playfulness, with “Cycling for good” as the main tagline while positioning as “A charity cycling event for the whole family.”
Cycling route names like The Double Deuce, The Ol’ 36er, and The Big Enchilada (existing from the original ride) reflected the lighthearted and approachability of the ride and the brand.
Leveraging incredible event photography from the founder—himself a professional photographer—we carried these brand themes across signage, maps, merchandise, and marketing materials.
Communication and collaboration that ensured the brand design served a message, not just strong design visuals.
The collaboration with the client went well beyond visual design or a brand identity design or graphic design toolkit. We dug into messaging, structure, and the long-term vision for the event. As the founder shared in his testimonial (below), that strategic alignment allowed us to build a brand that not only looked great but served its mission effectively—creating clarity, trust, and connection for riders, donors, and partners alike.
As founder of The Good Ride, I worked with Jason to create a new identity and develop collateral and marketing materials with the common thread of communicating a vision unique to charity cycling rides and beyond.
As Jason often said during our strategy sessions, “design isn’t just about pretty pictures. At the end of the day there is always a message being communicated, and often more than one. Therefore, at the heart of design, communication is key.”
That is reason #1 why I trusted and valued Jason’s experience and sensibility.
I cannot recommended Jason’s skills highly enough. In a market of over saturated design professionals, Jason (Robinson) stands head and shoulders above his competition.”
— MICHAEL HERNANDEZ, FOUNDER OF THE GOOD RIDE
