It’s been an honor to support the Bicycle Transportation Alliance with strategy and creative for its signature fundraising event – the Alice Awards + Auction – since its very first edition. But this year was different: after more than 25 years, the organization was changing its name and expanding its mission beyond bicycling to walking and transit.
That meant in many ways, Alice was a coming-out party, a chance to introduce the new mission to longtime supporters in a way that made intuitive sense and inspired their continued support.
So, really, the BTA turned to me with two projects in one: not only branding strategy and creative for the event, but for the new organization, too.
Continuity was critical: the organization wasn’t changing (or leaving its longtime bicycle constituents behind) so much as evolving, from a focus on one way of getting around to three. To the power of three, in fact, increasing its effectiveness exponentially. And there was my theme for the event, and one that began making the case for the organization as well.
So I got to work, turning strategy into action. Using the one of the BTA’s core brand colors, I created:
- promotional media optimized for Facebook, Twitter and GooglePlus, along with the BTA’s website
- photography of our three Alices (one for each way of getting around). As you might imagine, this was a lot of fun to shoot
- photography of the four Alice Award winners
- multi-layered compositing of all images
- email signature design
- 28-page event program
- three extensive, judiciously animated slideshows to anchor the three stages of the event
- and last but not least, key branding and pitch content
By the way, here’s the pitch for The Street Trust (the new name of the organization) I wrote for the program: