Projects · Verbal Brand, Visual Brand, Marketing Implementation
Challenge: The Larry H. Miller Tour of Utah has grown from a respected, amateur bike race into one of only four UCI-sanctioned, multi-stage, North American pro cycling events. Showcasing some of the world’s most prestigious teams and cyclists, including Tour de France podium finishers and stage winners, plus national and Olympic champions, the organizers wanted to tell the story of the Tour’s growth through a new and improved brand and marketing collateral that reflected the world-class event it had come to be.
Solution: TWIO Brand helped articulate and transform the Tour through a verbal and visual brand character. Then, TWIO was tasked with directing all marketing — traditional and digital —as well as promotional, sponsorship, and brand-related activities for the Tour.
Result: “America’s Toughest Stage Race” was born. The Tour of Utah now attracts global attention during the first half of August.