CREATIVE DIRECTION/ BRAND DEVELOPMENT
International Mountain Bicycling Association (IMBA)
Often one of the most difficult tasks of an organization is to define exactly who they are and then begin to have the entire organization walk and talk in that tone and along the same path that is defined. The brand book that we created was a project that included an outside marketing pro who walked the team through the process of defining who IMBA is, and then further nailing it down with a book that could be handed out to supporters, brands, etc.
New website
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.
Strategy | Discovery | IA/UX | Design | Project Management
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.
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.
Highlighting 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.
Strategy | Design | Project Management | Website updates
IMBA Uprising
It feels like an uprising, therefore we are making it so. Women’s mountain biking is on the rise and IMBA hosted a women’s leadership event to help share information amongst the groups that are leading the way.
Event Branding | Logo concepts | Print collateral | Website | Event planning
Photos by Josh Sawyer
Sea Otter 2018
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.
Design | Signage | Project Management
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.
User Experience | Design | Marketing Support
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’ve been working with Juliann for the last year, and all I can say is she’s amazing! She has handled multiple campaigns for our organization, providing digital assets, logos, social media posts, print materials and more. She is unfailingly fast and efficient, while bringing real creativity and an artist’s eye to the work. On top of all of that she has also been the key player in our website redesign, a massive project that we couldn’t have done without her. She is an absolute pro and I truly enjoy working with her.”
“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.”
