The Belgian Waffle Ride promises to be the most unique one-day cycling event in the country. The event celebrates its Belgian roots and advertises a pre-ride waffle breakfast and experiences for new and old riders.
The BWR logo utilizes lines, and broken-up letterforms, as well as italic typography, to mimic speed, movement, and bike trails. The simple BWR letters are layered over the Belgian flag. The bold color palette includes the original BWR colors and explores new shades to achieve variety and excitement in the ride’s branding. The newly chosen font family, Proxima Nova, is bold, clear, and strong. 
The photography-focused advertisements are geared towards different target audiences found during research. Collectively, these advertisements will reach original riders and remind them of the excitement of the ride, as well as new riders and audiences who may want to try something new. 
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