American Bicycle Association (ABA) came to us to ramp up for the 2012 Summer Olympics in London. Learning its lessons from the sport’s debut in 2008, ABA needed to reach out to potential sponsors and a wider audience to increase awareness and clearly show the difference between BMX racing and BMX freestyle. We elevated the messaging and look-and-feel that various audiences—sponsors, riders, families, and fans—would gravitate towards. Through every touchpoint, the new ABA brand had to embody this new international sophistication while retaining its American race heritage that was born and bred out of the early motocross scene of the late 1960’s. The resulting brand story and look is fueled by big, bold colors and even bigger typography set against vintage parchment checkerboards and deep rich earth tones.

Here are samples of rebranding that was done. From sponsorship kits, magazine overhaul, events, event advertising, apparel, and website design.