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

The Events

Steamboat Springs, CO, US

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

Lahti, Finland

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

McLaren Vale, Australia

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

Task — From startup to scale-up

Ampler’s challenge was to unify and modernize its brand as it scaled. The goal was a consistent, scalable identity that would increase awareness in new markets and support more products, as a new bike lineup was imminent.

Project Roadmap

1

Discover & Strategize

Run takeholder workshops and user research to define main rider personas

2

Brand Development & Documentation

Build a visual and verbal language aligned with rider personas

3

Digital Design & Documentation

Creat a UI design system in Figma for web, app, and on-bike display

4

Rollout

Launch the refreshed brand across campaigns, packaging, and retail

Core Stlyes

Graphical System

Results — From startup to scale-up

Ampler’s challenge was to unify and modernize its brand as it scaled. The goal was a consistent, scalable identity that would increase awareness in new markets and support more products, as a new bike lineup was imminent.

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