The Freeze your Fanny Fat Tire Bike Race in Marquette needed a poster. Instead, we built an identity.
We built everything from the ground up - from the design of the title, to the final t-shirt design, we tried to create a cohesive look that told people exactly what the event was all about, even without reading the title. We wanted to tell the story of brave winter bikers competing to endure harsh winter conditions, all to show to themselves and the world they were the best.
The competition takes place in mid-February in one of the most northern towns in Michigan. Snowfall levels can reach as high as 6 feet in a single winter, but these bikers are prepared for anything. The larger "fat-tires" on the bikes make it possible to push through all but the largest snow banks.