Creative Direction, Design and Visual Art

Embracing creativity, skill and passion to develop visual narratives.

Mike Nicholls / 94610 thisismikenicholls@gmail.com

Tour de Town

Overview
Red Bike & Green (RBG) is a community-building collective of Black urban cyclists seeking to improve the physical and mental health, economy and local environment of African Americans by creating a relevant and sustainable Black bike culture.


"Tour de Town" is a city-wide bike tour that celebrates the presence and diversity of Black communities in Oakland and the rest of the Bay Area. As it stands this event was the largest event, nationwide, of it's kind, with 300+ participants gracing the beautiful streets of Oakland.


Strategy
Red Bike & Green already had a huge local following and an established brand identity. I was tasked to create a logo and supporting brand collateral for their first inaugural city-wide bike tour. What I wanted to do is create a visual design that became an extension of RBG, without taking away from what they already established. I wanted the “Tour de Town” logo to be a reflection of the collective, but also resonate and stand on it’s own. Keeping the bold clean typography was key. It was also imperative that it aligned with bike culture and African American heritage.

In addition to creating the visual design, I also worked as a co-producer and organizer of the event. Using strategy design I helped to develop the system for community outreach, social marketing and event logistics. Not to mention, I actually led the bike ride--talk about concept to finish!