Critical Mass is a two-day summit designed to empower and connect women and other underrepresented genders with the trails, cycling, and active transportation community. This includes cis women, trans women, women of color, the non-binary community, and those who are otherwise marginalized.
I was thrilled when my client approached me for a summit brand-suite that was different than a normal summit look and feel.
Above is an early concept. We were particularly inspired by abstract artist Hilma af Klimt and the idea of quilt blocks that are beautiful individual and together as a whole.
The final logo is a set of quilt blocks that are infinitely scaleable. Each block is inspired by different aspects of the conference like the scientific roots of the name Critical Mass, the idea of change, active transportation and movement, and abstract art.
The package included a set of animated gifs for use on social media. One of my favorite parts of this whole process!
About Critical Mass
Created in 2021 by BikeNWA and NWA Trailblazers, with their partner and adopted initiative Bike.POC, Critical Mass Summit is a two-day experience designed to connect and unite underrepresented populations in the cycling, active transportation and social change spaces. Focused on the region of Northwest Arkansas and surrounding areas, the summit is intentionally focused on women who normally do not have the ability to participate in conversations and decision-making around these topics, whether that is due to lack of resources, access or opportunity, to further grow and diversify the cycling and active transportation movement. Like them on Facebook, follow them on Instagram (@critical.mass.summit) or visit their website