International Mountain Bicycling Association (IMBA)
Where Design Meets the Dirt
For IMBA, I created a cohesive brand and digital experience inspired by the rhythm of the trail. Every element—logo, layout, color, and content—was built to reflect their mission: more trails, better access, stronger community.
Services Include:
Strategy | Discovery | Brand Development | IA/UX | Design | Website Strategy | Project Management
Re-branding IMBA
Brand Book
Defining who you are—and getting everyone to speak the same language—isn’t easy. For IMBA, we partnered with a marketing strategist to guide the team through that process, refining their story and visual voice. The result is a comprehensive brand book that brings clarity, consistency, and alignment to their mission—something they can proudly share with partners, supporters, and the broader trail community.
Website Redesign
The International Mountain Bicycling Association (IMBA) was in great need of an updated and even more importantly, responsive website. They were losing out on donations as their site was not responsive and close to 40% of their site visitors we using mobile devices
Discovery
Taking a look at the site at the time. What is happening, where are visitors going, what devices are they using, etc. We take a deep dive into what has been the trends on IMBA.com and then start building the strategy around where we want it to be going forward.
Wireframes
Customized wireframes enabled our teams to think through content hierarchy and allowed IMBA to see and approve the structure of the site before we painted on the rebranded style.
Responsive design
A Few Fun Details
Dirty 30 – HIGHLIGHTING IMBA’s 30 YEARS
2018 was the 30th anniversary of IMBA. We have created all visual assets for the event including the logo, social media posts, email banners, assets for the IMBA chapters to use, signage, etc.
D30 Logos
Social media posts
IMBA UPRISING
Imba Uprising
It’s more than momentum—it’s a movement. Women’s mountain biking is growing fast, and IMBA brought leaders together for a women’s leadership event designed to share insights, build connections, and keep the progress rolling.
Event naming and Logo/Brand
Uprising Microsite
Photos by Josh Sawyer
Event Signage
Event hats and tops
Sea Otter Classic
In 2018 we updated all event elements to the new brand for Sea Otter. Booth graphics, a photobooth and, well, pretty much everything that was on locations.
DIG IN CAMPAIGN
The creative for this project helped launch IMBA’s "most widespread effort to directly fundraise for the expansion, improvement, and accessibility of mountain biking in the backyards of millions of people. Helping to put 500 miles of new trails on the ground, build 10 new bike parks and maintain 140+ miles of trails.” This included a website, all social media touch points, their homepage banner, and a toolkit for their chapters to help everyone understand both the program and how to use the artwork we were providing.
Campaign Landing Page
detail overlay
Donation Overlay
Social Media
custom logos
We have created a few custom logos along the way for IMBA and some of the programs that are a part of their organization. Below are a select few.
“I worked with Juliann while she was a marketing/creative direction consultant for the International Mountain Bicycling Association. Juliann brought a level of creativity, experience and analytical thought to the team that allowed us the opportunity to rebrand the organization as we moved into our 30 year anniversary. It was inspiring to learn from Juliann and I admire her ability to collaborate, communicate, analyze and conceptualize a business from a creative and strategic perspective. Juliann is driven and always showed up with a can-do attitude. I look forward to opportunities in which I can work with Juliann again.”
Aimee Ross
Director, Bike Bentonville
This client’s thoughts
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