Setting the Pace for Paceline
Wier / Stewart joins Paceline (and the battle against cancer), creating a brand to go the distance.
The Challenge: Coming out of the gates strong is always crucial when launching a new brand. Getting the name, the look and feel, and the strategy around deployment right is make-or-break stuff.
For Paceline, we're starting a movement. Even tougher.
Our Solve: First was the name, Paceline, which worked perfectly as a analogy for the power of the event's grass roots effort to battle cancer. In a paceline, the group can travel faster together than any single rider alone. Second was creating a dynamic and attention-getting brand with native elements built into the design intended to be co-opted by our audience. Now, we're putting together our strategy for launch with the goal of total sponsor underwriting of the event and a pool of 2,000 riders.
Pretty ambitious, but so is curing cancer.
"The whole idea of creating a brand to be shared meant developing elements which could be taken out of the system and repurposed without losing their integrity."
Alex Wier / Creative Director
"Passion is a huge criteria for partnerships. There's no lack of it with this group. For more information and to get involved, visit paclineride.org or follow @paclineride for updates throughout their journey. Join a pack. Join the fight. Join the Paceline."
Daniel Stewart / Studio Director
"After years of focusing on the importance of brand when I did strategy for Starbucks, I know it's one of the most critical components of setting a business up for success. We engaged Wier / Stewart because we absolutely had to get it right for Paceline (great name, by the way!)."
Christine Boerner / Executive Director, Pacelineride.org
