DESIGNER

Laurel McCroskey

PROFILE/DESCRIPTION

This organization, Véliant (Bike in French, combined with the word valiant), is a non-profit dedicated to encouraging people to bike or walk instead of using cars. They are interested both in carbon reduction and more physical fitness.

GOALS

After seeing these ads, people should be invigorated to use bikes to get around instead of their cars or public transport.

TARGET AUDIENCE

Connected Bohemians and Aspiring A-Listers in Sacramento County, who are mostly young adults with no children and relatively low income. They should appreciate the cost effectiveness and eco-friendliness of biking, be in no need of transporting children, and be physically fit enough to bike regularly.

BRAND CHARACTER

Brand advantages: funded by donation, not selling a product
Brand attributes: environmentally friendly, non-profit
Brand experience: open, healthy, exciting, community