Mountain Riders Collective is a new company and needs a complete brand identity, graphics and website to establish itself in the mountain biking community.

I'm leading the development of this new venture with my mountain biking coach. We're shaping the company's strategy, defining its values and devising a content strategy to support our goals. In this role, I own the branding, web design and information architecture to ensure a cohesive and professional direction for the venture. 

Once we measure interest in our future product offerings, the next steps will be to build out an online membership coaching platform, determine a fee structure, develop a paid marketing strategy and plan more events to engage our community.

Mission statement
Values
Brand strategy
Brand identity
Social media
Email design
Web design

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Common themes

• Lack of diversity in imagery. They mainly portrayed white, male riders.
• It's challenging to show visible diversity in people because they are wearing helmets and so much gear while mountain biking.
• Most of the images were of people doing epic jumps and tricks. As a new rider, I didn't feel represented because I can't do those things yet.

• Defining a mission and establishing brand values provided us with a clear guide, directing all our efforts to seamlessly align with these core principles.
• Collecting emails for our newsletter and updates serves as a powerful gauge of interest in our project, providing a valuable metric for assessing how our offerings might resonate.
• My previous graphic design experience working in a startup environment also broadened my business skills. It was exciting to further develop my skill set in this area while building Mountain Riders Collective. The unique challenges of this setting tested and enhanced my strategic thinking.