Bike for Brain Health
— Brand Identity
Bike for Brain Health was selected as the client for the 2025 Canadian Young Lions design competition. Zoë and I collaborated closely over the 24-hour competition period to develop an identity system built around a bicycle that is constantly adapting and changing. This concept was intended to reflect the diverse experiences of individuals living with dementia and their caregivers. We used this insight to create a system that transformed the bike into a framing device; highlighting participants in photos and serving as a wayfinding element during the event.
