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UP Ride Fest is a three-day road cycling festival I conceptualized and branded from the ground up. The event spans 170 miles across Michigan’s Upper Peninsula, and I crafted a full brand identity that reflects the adventurous, creative spirit of the region. Inspired by Marquette’s culture, I used an earth-toned, retro color palette to ground the design in a sense of place and authenticity. My creative work included a stylized racer bib, signage banner, t-shirts, lanyard, VIP wristband, and even a custom-designed road bike. Every element was designed to feel cohesive, energetic, and festival-forward—blending the endurance of the ride with the vibrant, laid-back atmosphere of the UP.
