Strengthening a Mission-Driven Brand
to Save Lives with Safer Streets
The Situation
Bicycle Colorado is a statewide nonprofit working to make cycling safer and more accessible for everyone. Yet despite more than three decades of impact, many Coloradans still misunderstood what the organization actually did. Some even assumed it was a bike repair shop rather than a leading voice in statewide advocacy.
Traffic violence had reached alarming levels. In 2024 alone, Colorado lost 134 pedestrians and bicyclists, continuing a decade-long rise in vulnerable road user fatalities. This growing crisis made it essential for the brand to show up with greater clarity, urgency, and statewide leadership.
Bicycle Colorado partnered with StarryEyed to confirm their North Star, strengthen their message and elevate their identity to ensure every resident, from rec riders and parents to government policymakers, understands who they are, what they protect, and how their work saves lives.
The Strategy
StarryEyed immersed in the world of Colorado riders, advocates, and policymakers with a landscape assessment, team roundtables, and audience profiling. It revealed the need for a clearer purpose and a brand that better reflected the urgency of Bicycle Colorado’s mission.
We paired new insights with the team’s decades of experience and rising demand for safer, more connected communities to craft a brand North Star. This framework established Bicycle Colorado as the Proactive Protector, a statewide advocate working with urgency to anticipate challenges, elevate safety, and empower every rider.
Together, we modernized the identity with a bold shield-shaped mark, a refined icon with Colorado emblem, and a clean, contemporary visual system inspired by the mission and values. Then we refreshed the story and messaging platform designed to strengthen education, advocacy, and community engagement across target audiences.
Finally, we delivered a brand experience roadmap and website recos to help Bicycle Colorado make their impact more visible, celebrate wins big and small, and connect supporters with meaningful ways to take action.
Deliverables
North Star Strategy & Experience Principles | Landscape Assessment | Brand Identity Evolution & Brand Guidelines | Audience Profiles & Message Map
The Success
The revitalized brand has helped Bicycle Colorado step into an even stronger era of leadership marked by meaningful wins for rider safety and statewide impact.
In the 2025 legislative session, Bicycle Colorado helped advance five new bike-friendly laws, supporting safer streets across the state. They also turned the 33-year-old bike expo, VeloSwap, into a flagship community and fundraising event.
With a modern identity, clear messaging, and the Proactive Protector personality, the team is better equipped than ever to mobilize supporters, champion policy change, and continue building safer, more connected communities.
Today, Coloradans can show their support through membership and by purchasing good-looking Bicycle Colorado merch, which fuels the organization’s work and helps riders proudly represent a safer future for everyone.
