Spin the District 2022 Posters

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Spin the District, a local cycling event series that showcases multiple styles of cycling, has traditionally used the same design aesthetic across all four events, our main priority being to brand them as a single series. But for 2022, Ethic® Creative Works decided it was time to break free a bit and highlight each event’s individual personality.

Some things were non-negotiable. Each event had already committed to a dominant brand color, with the main Spin brand being predominantly navy. Color blocks have always been a major player in the Spin look, so it made sense to keep those, and the fonts are the fonts. So, with those details in mind, we created new custom illustrations with four distinct vibes to capture the feeling of each of these very different events.

The Hapeville Crit and College Park Crit are, naturally, the events that have the most in common. Their posters have a few extra shared elements, with both using their brand color as a solid backdrop behind a dynamic cycling illustration. Hapeville, however, gets a smooth-yet-caffeinated vector aesthetic, while College Park sees more of a hand-cut lino feel.

Meanwhile, the East Point Omni is an evening velodrome event with a disco theme. Because it’s all in one place and has the unique feeling of being temporarily separated from the real world, its cheeky poster lets the disco ball do double duty as a UFO.

Last but not least, the Union City Fondo is multiple events unto itself, with gravel rides and road rides occurring side-by-side. Its grittier, messier and somewhat more primitive illustrations are evocative of the day itself.

These poster illustrations were the starting point. From there, each new aesthetic was brought over to spinthedistrict.com, as well as being incorporated into all event-specific marketing materials and messaging.

Montez Renault Product Packaging

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Main Brand Colors

Montez Renault already had a logo when they came to us, but the rest of their brand was all over the place. Ethic® Creative Works took the reins to help develop the overall brand for their full line of high-end men’s grooming products, which ranged from a 3-in-1 performance wash to an ultra cleansing facial scrub.

Complementary Colors

Social Media Introduction

Event Photography

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Lots of people like going to events. But at Ethic® Creative Works, we like it so much that we pack up our Big Serious Cameras and grab the best seats in the house to capture their essence forever. Here are a few shots from the Atlanta Dream, College Park Skyhawks, Spin the District, the Dick Lane Velodrome and Homegrown Gravel Adventure.

©2022 Ethic Inc. All rights reserved

CulinAero website

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Across the street (okay, interstate highway) from Hartsfield-Jackson Atlanta International Airport is the Gateway Center, home to the Georgia International Convention Center and Gateway Center Arena. The buildings are separate, but functionally they’re under the same umbrella, along with CulinAero, the official caterer for both.

CulinAero by Proof of the Pudding handles all event catering at the GICC and Arena, as well as concessions for Arena visitors.

When it came to uniting each of these three brands, Ethic® Creative Works designed a near-seamless web experience. One site’s navigation flows into the next, with standardized layouts presented in each brand’s individual colors. A few carefully customized elements work to make each site feel unique while keeping them all closely connected. Ethic built the sites on the WordPress platform, making it easy for the CulinAero team to keep their menus and photos up to date.

Launch Site ↗

Visit Sandy Springs Brochure

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Visit Sandy Springs Brochure Animation

This Ethic® Creative Works brochure takes the many, many great things about visiting Sandy Springs and distills them down to the details that truly distinguish it: the city’s proximity to Atlanta; high-end shopping, dining, lodging and entertainment; and beautiful, usable, well-maintained natural spaces.

To spotlight each of these attributes, we designed a thoughtful brochure that reveals and redefines various aspects of the destination as each panel is unfolded. Gone are the traditional restaurant listings and hotel charts that are virtually always out of date by the time the brochure hits the rack anyway. That stuff is already on the website! Instead, the brochure is guilelessly aspirational, using genuine destination snapshots to guide the reader through the experience of visiting this photogenic city.

SpintheDistrict.com

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One site, many audiences

As a destination event series, Spin the District hosts riders of several disciplines (some for fun, some for competition) as well as spectators and street festival attendees. Its website serves to educate and entice the public to attend, but also to drive the rider registrations and hotel bookings that make the events possible.

For those keeping score, that amounts to at least a half dozen target audiences. That’s a lot of messaging and information to fit into a single web experience. Here’s how Ethic® Creative Works pulled it off.

Launch Site

While Spin the District’s brand has remained consistent over the years, the events themselves have evolved into individual styles. Each claims one of Spin’s four brand colors as its own, paired with a unique aesthetic: clean and sleek in green for the Hapeville Crit, hand-etched in red for the College Park crit, and down and dirty in yellow for the Fondo.

To embrace each event’s personality while ensuring a cohesive brand experience for visitors, we kept the home page perfectly true to the classic Spin look (graphic color blocks interspersed with black and white photography), while treating each event as a microsite with its own slightly deviating sub-brand. Navigation within each microsite is consistent, allowing visitors to find the same informational route through every event.

The results are in

Spin launched in 2018, powering through the pandemic years despite being a destination event in a recession that has hit the tourism, travel and event industries the hardest. Nonetheless, site analytics show a consistent growth in popularity, with site visitors traveling a clear path to learn about the events and convert to registered participants.

Member One Gives

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Member One Federal Credit Union launched its foundation, Member One Gives, in 2023 with a mission to bring new and better forms of support to underserved parts of its surrounding communities through career programs, charitable giving, and more. Ethic® Creative Works was involved from the outset, participating in the naming discussion and creating a fully-formed sub-brand around it. The logo emphasizes the word “one,” with a single wedge highlighted and offset to illustrate the idea of a whole comprising important individual parts, as is the case for both Member One and the community it serves.

The Member One Gives circle element is new, but it’s employed in a way that echoes the main brand’s “DynamO,” which helps the two brands feel related. The foundation is also tied to the main brand through the use of the standard Member One palette, but with a simple twist: where Member One’s retail side uses its vibrant purple as a secondary color and its comforting light blue as an accent, we’ve simply swapped these roles to give the foundation a distinct personality.

ATL Airport District city brochures

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The ATL Airport District is a single destination marketing organization. Although the District is technically a handful of cities surrounding the ATL airport, the CVB’s marketing team, in conjunction with Ethic® Creative Works, typically market the area as a unified bloc. The line between College Park and Hapeville (for instance) scarcely impacts the casual visitor.

College Park brochure unfolded

However, there are instances in which it’s appropriate for the cities to tout their individual identities, so we created brochures that each could use to promote their particular city—while still co-branding all four with a similar aesthetic to reinforce the unity of the District. Each brochure outlines the unique strengths of that city while showing off its most beautiful imagery.

Montez Renault Movember

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November is an important month for Montez Renault, as a line of men’s grooming products. Ethic jumped on the viral month-long annual moustache-growing event to create a series of branded Movember reminders. We kept Montez front and center for its social media audience all month with little-known ‘stached facts and general get-to-know-your-‘stache posts.

‘STACHED FACTS

‘STACHED AND PROUD

MO’ SQUARED

Member One Annual Report

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Member One Federal Credit Union treated itself to the Ethic® Creative Works brand refresh treatment at the end of 2023, shortly before sending out its 2023 Annual Report. This robust interactive deliverable gave us the opportunity to showcase some of the new brand features, from eye-catching colors and gradients to the versatile Thread that flows through imagery and connects ideas.

For a closer look at this annual report, access it live on Member One’s website.

Ascentra – sHELOC TV Spot

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When Ascentra Credit Union’s animated mascot Fran needed a break from the endless demands of parenthood and home ownership, Ascentra’s HELOC (home equity line of credit) came to her rescue with a new pool—and Ethic® Creative Works stepped in with a fun commercial to commemorate it. “Fran is dreaming of lazy days with her favorite floaty, because sHELOC’d it and dropped it on a swimming pool!”

Part of a small series of TV spots featuring a variety of purchases, this thirty-second HELOC commercial was written and created for broadcast, but is versatile enough to be used again online as OTT content.

The sHELOC ad campaign extended beyond video, ultimately showing off Fran’s new pool across print advertising, digital/online banner ads, social media posts, and out-of-home placements like billboards and in-branch plasma screens.

But where did “sHELOC” come from? HELOC products are common across financial institutions, which makes differentiation a challenge in a crowded market. Playing with the phonetic pronunciation of the acronym—he-lock—and attaching it to the idea of “locking in” a lending agreement brought a memorable playfulness to an otherwise dry concept. And of course, once we personalized it for Fran, this naturally became the she-lock that she’d use for her pool, her “she shed” and anything else her animated heart desired.