GRVL 2027

Branding

GRVL is an international gravel cycling event series known for its community-driven culture and distinctive local races. As the number of events continues to grow, the branding needed to balance series-level recognition with the unique character of each location. This project introduces a scalable event branding system designed to maintain visual consistency while allowing each race to express its own identity.

Product	Scalable event branding system for international GRVL races
Role	Senior Brand Identity Designer
Key Skills	Event identity design Brand system adaptation Modular visual templates Large-scale graphic systems Environmental graphics Merchandise concepts
Team	Anna Saar
Client	GRVL Series

Approach — From shared system to flexible variation

The work focuses on extending the existing identity into a scalable event framework:

Defining rules for how colors, layouts, and graphics adapt per event
Creating distinct yet connected visual identities for each race
Testing the system across signage, digital platforms, and race communication

The Events

Steamboat Springs, CO, US

A warm, foresty green that echoes the lush, blooming nature of summer in Steamboat Springs.

Steamboat Springs, CO, US

A warm, foresty green that echoes the lush, blooming nature of summer in Steamboat Springs.

McLaren Vale, Australia

A rich purplish-red, a nod to the renowned vineyards of McLaren Vale and the bold hues of ripe grapes.

McLaren Vale, Australia

A rich purplish-red, a nod to the renowned vineyards of McLaren Vale and the bold hues of ripe grapes.

Lahti, Finland

A saturated blue inspired by the Finnish flag and the brilliant waters of Lahti’s Vesijärvi.

Lahti, Finland

A saturated blue inspired by the Finnish flag and the brilliant waters of Lahti’s Vesijärvi.

Exploration Roadmap

1

System Translation

Adapting the GRVL Series identity to event-level use cases

2

Event Differentiation

Defining visual variations for distinct races and locations

3

Real-world Testing

Applying the system across signage, digital, and race environments

System — Event-level building blocks

Core Stlyes

Graphical System

Approach — From shared system to flexible variation

The work focuses on extending the existing identity into a scalable event framework:

Defining rules for how colors, layouts, and graphics adapt per event
Creating distinct yet connected visual identities for each race
Testing the system across signage, digital platforms, and race communication

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