CHALLENGE
How do you create community when people can't gather?
SNICE Dude was a grassroots bike tag group created during the COVID-19 pandemic to encourage people to get outside, explore Minneapolis, and stay connected while safely social distancing. What began as a community activity quickly grew into a recognizable local brand, bringing together cyclists through playful challenges, shared experiences, and a vibrant visual identity. I developed the brand from the ground up, including the logo, color palette, typography, and marketing assets, creating an identity that reflected the group's energetic and welcoming spirit.
APPROACH
I began by sketching my own bicycle and used its proportions to construct a custom logo that felt personal and authentic to the cycling community. From there, I developed a bold visual system inspired by colorful neighborhood rides, photo collages, and the playful nature of bike tag. Bright colors, clean typography, and graphic elements created an identity that was easy to recognize and flexible across digital and physical applications.
RATIONALE
Cycling became a symbol of freedom and connection during the pandemic, so the identity was designed to feel optimistic, active, and community-focused. The custom bicycle mark grounded the brand in its purpose, while the vibrant palette and expressive graphics reflected the spontaneity and joy of exploring the city by bike. The result was an identity that encouraged participation and helped transform a simple social activity into a recognizable community movement.
ROLE