TMG was honored to work with the Roswell Park Alliance Foundation to brand the Empire State Ride (ESR), a seven-day, 500+ mile biking adventure with the mission to win the fight against cancer. After analyzing the unique fundraising event through our Brand Fuel process, we created a new logo and tagline, along with concepts for a poster, brochure and website. We wanted to inspire supporters and riders to participate, so we chose a dramatic look that features the rider as the hero and the cloud-covered sky with the sun breaking through the clouds gives hope that brighter days are ahead for anyone dealing with cancer. The logo uses a bicycle symbol with a ribbon making up the bike frame, emphasizing that the ESR is a ride for a cause. The 2016 ESR runs from July 30 through August 6 from New York City to Niagara Falls, NY.