BIKE FOR BRAIN HEALTH
SERVICES
Brand Identity, Concept, Brand Strategy.
YEAR
2025
CLIENT
Healthcare, Research, Non-profit.
Concept & Design by Priya Mistry & Meghana Ravi.
Cannes Young Lions 2025 Submission.
How do you create a fundraising event identity that feels both urgent and hopeful?
Bike for Brain Health is an annual cycling event dedicated to raising awareness and funds for Alzheimer’s, dementia, and brain health research. The challenge was to create a brand identity that could unite participants, supporters, and researchers around a shared cause—while making the often complex conversation around brain health feel accessible, energizing, and community-driven.
The identity needed to balance education and advocacy with movement, action, and optimism.
The Strategy
The brand was built around the idea: Revolving Chains, Evolving Minds.
Inspired by the links of a bike chain, the identity uses two connected circles to symbolize both the hemispheres of the brain and the strength of collective action. Just as a bike chain relies on every link to move forward, brain health depends on connection—between research, community support, and individual action.
The continuous circular motion became a central metaphor for both cycling and neural pathways: movement as a tool for resilience, healing, and progress.
Visually, the system uses bold geometric forms, approachable typography, and a vibrant palette drawn from real brain scans and dementia awareness colours—creating a brand that feels active, hopeful, and deeply connected.
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THE RESULT
The final identity system brought the concept of Revolving Chains, Evolving Minds to life in a way that feels both intelligent and emotionally resonant.
By translating the visual language of brain scans into a dynamic brand ecosystem, the project created a distinct and memorable identity that bridges movement, science, and community care.
The custom iconography system, built from the same fluid chain-like forms, allowed the brand to expand cohesively across touchpoints—creating a modular language that feels unified and alive.
The result is a brand world that transforms a complex conversation around dementia and brain health into something accessible, active, and hopeful. Through bold visuals, meaningful symbolism, and a strong conceptual foundation, the identity positions Bike for Brain Health not just as an event, but as a collective movement toward stronger minds and a more connected future.
THE RESULT
The final identity system brought the concept of Revolving Chains, Evolving Minds to life in a way that feels both intelligent and emotionally resonant.
By translating the visual language of brain scans into a dynamic brand ecosystem, the project created a distinct and memorable identity that bridges movement, science, and community care.
The custom iconography system, built from the same fluid chain-like forms, allowed the brand to expand cohesively across touchpoints—creating a modular language that feels unified and alive.
The result is a brand world that transforms a complex conversation around dementia and brain health into something accessible, active, and hopeful.
Through bold visuals, meaningful symbolism, and a strong conceptual foundation, the identity positions Bike for Brain Health not just as an event, but as a collective movement toward stronger minds and a more connected future.
