Women’s Mountain Bike Group in Alberta
The DeraillHERS was a new community project initiative founded in 2021 by a group of local Calgarian women. The project aimed to share the joys of mountain biking and community building for women in Alberta. Entirely volunteer-based with no hierarchy of leadership with seven women to contribute.
Develop a memorable brand name and visual identity for a new community initiative in the local womens mountain bike scene, with the primary intent to establish name recognition — all within a pro-bono effort.
Since this was a pro-bono project, limiting the hours spent was crucial to the design and execution effort. One word was needed to connect women and bikes, hence the development of the unique word DeraillHERS.
A wordmark logo was then designed to help establish name recognition and simplify the method of showcasing the logo on social media and merchandise.
Basic Brand Strategy with Name
Logo and Identity System
Social Media Profile Graphics
Bingo Game Design
Design Solutions and Outcomes
Brand Positioning – DeraillHERS
The DeraillHERS mountain bike group provides a sense of community to female mountain bikers in Alberta. They hope to inspire women, whether beginner, intermediate or advanced, to build their own ride crews and friendships that are supportive and fun.
- 85% Female
- Average age: 32
- Middle class
- Safety focused
- Active and Energetic
- Positive and Refreshing
- Social and Flowing
Within one year, the brand identity helped establish the DeraillHERS, as a legitimate voice in Alberta for mountain bike entertainment.
The group was able to host a Fat Bike Bingo game with a sponsorship from local bike shop, Wheel Life Cyclery.
DeraillHERS continues to have a positive effect socially. It has inspired Albertans to try new trails, new features, ride in colder conditions, and to not take the sport so seriously, but instead focus on riding safe and having fun.