Shifting a passion project into high gear
CHANGING GEARS ADVENTURES BRANDING & WEBSITE DESIGN
BRAND STRATEGY • WEBSITE DESIGN • MARKETING COLLATERAL
Led by lifelong cyclist Vicky Rao, Changing Gears creates joyful guided bike tours for adventurous souls. Vicky’s tours are intentionally unhurried experiences that happen all along the Guelph to Goderich Rail Trail, and are ripe with lovely moments of pause and perfection.
After 10 years of spinning her wheels on her business idea, and a few false starts, Vicky reached out about developing branding that captured her personal values and vision for the business. She wanted a website that worked seamlessly for clients to book online so she could spend more time riding and less on admin and tech.
PRIMARY LOGO
The bicycle icon is subtle yet central to the design, connecting the two words in her business name. The uppercase ‘G’ letters allude to the G2G trail, with the bike connecting Guelph to Goderich.
This handdrawn dotted line was selected as a core brand element, because it feels natural and imperfect - while also alluding to the appearance of bike trails on maps (dotted line).
Guiding Words
Approachable
Adventurous
Earthy
Happy
Relaxed
Reflective
Alternate Logo
BUSINESS CARDS
Vicky Rao, Founder & Owner, Changing Gears Adventures
social media post templates
Website DESIGN & Strategy
Built with Squarespace for maximum customization, scalability, and ease of use, the website integrates online booking and customized registration forms for tours.
