Ride Camp Ride
Visual Identity for a bike-packing challenge in collaboration with Cannondale. I created an engaging aesthetic to activate first-timers and veterans alike. During the Brand Manager's holidays I took over project leadership and coordination with Cannondale.
The brief
One field we were working on in the Brand Squad was user activation. In 2021 we had the opportunity to collaborate with Cannondale, who contributed audience and a new Topstone gravel bike as a prize. We also had access to two adventure cyclists for content creation, who were both komoot and Cannondale brand ambassadors.
The concept
For a chance to win the Cannondale Topstone and komoot premium vouchers, users had to record a bike-packing trip, upload it to komoot and add a title, description and images.
Our definition of a bike-packing trip was two rides with an overnight stop in between. So Ride — Camp — Ride. That's it. We let the users define the challenge themselves to make the activation as accessible as possible. Everything from your first overnighter to pushing for the longest trip you can fit into 48 hours. Everything counted.
The visual language
I leaned into the physicality of bike-packing as the core aesthetic, using analogue photo slides and hand-drawn annotations like arrows and circles to echo its tactile nature.
The black and white colour palette nods to the overnight element of the trip and integrates smoothly with Cannondale’s visual identity. I used komoot green sparingly as a secondary colour to make the presence as the lead brand unmistakable.
“Jonas developed a design language that aligned seamlessly with both brands. His communication with Cannondale was professional, efficient, and represented us well.”
— Daniela, Strategic Partnership Director
The execution
With the visual language defined I applied it to every touchpoint. For social media I created all posts needed for our content calendar. I coded and tested a responsive HTML template, ensuring consistent rendering across email clients. Testing included mobile formatting and accessibility checks. I collaborated closely with a web developer to integrate the visual style into the campaign page, using standard components from our design system to speed up development.
