BRIEF
By ‘eco’ and ‘global warming’ trends hyping globally, bicycle culture and sports are growing in Lithuania rapidly. Our client came up with an idea of open marathon in the streets of Vilnius, the capital of Lithuania, with an accent on bicycle culture, but not sports. Our task was to create an identity that communicates openness and amateurness of the open mass event.
SOLUTION
We came up with idea using an integral part of biker’s life in the city – bicycle lane symbol on Vilnius streets. It has very powerful meaning for those who are riding in the city starting from describing the safe part of the road for the cyclists and ending with ’my tribe’ kind of symbol as cyclists are often offended by car drivers.
CREDITS
Photos by Marco Richter (from www.utne.com), www.sveikasmiestas.lt, Pitlane
Video by Penki.tv
