Ride The Point is a cycling event set up to raise money for pancreatic cancer research by Point Loma Rotary. Our fellow Rotarian and avid biker rider past away 2012 from this awful type of cancer – A ride fundraiser seemed to be the perfect way for remembrance and a way to help the community.
The money that is raised is donated to UC San Diego, Moore’s Cancer Center which is dedicated to translating promising scientific discoveries into new options for the care of cancer patients. Founded in 1979, it ranks among the top centers in the nation conducting basic and clinical cancer research, providing advanced patient care, and serving the community through outreach and education programs. For more information: UC San Diego Moores Cancer Center.

When I started working with Ride The Point they had some great visuals, but nothing was very cohesive. It aesthetically didn’t really have a thought out mission or voice. The event lacked something a rider could connect to; it didn’t have a “personality”. This year, we wanted to build a brand to help make the ride into something people would easily remember. And of course make the event bigger and better to raise more money and awareness.
Starting with the logo, I wanted to make sure it was fun and active, clearly displayed the location and also simply that it was bicycle ride. From there I took it to all the marketing pieces, race gear and race location. With all that we were able to make it stand out, make a statement and attract people to join us, have fun and make a difference. This year we increased the fund raised by more than 100%!