Website Design and Development · Graphic Design · Brand Messaging
Ride Wisconsin Gravel
A movement-in-progress needed a home — fast. We built the foundation to match the momentum.
The Situation
Gravel biking in Wisconsin was already happening. Riders were out there. Races were on the calendar. Regions were getting interested. What didn't exist yet was a single, credible place to point everyone — stakeholders, sponsors, tourism partners, local governments, event organizers, and riders.
The Wisconsin Gravel Project needed a v1 presence quickly. Not eventually, not after everything was finalized — now. There were too many audiences watching and too many conversations happening without anything to anchor them. The ask was a fast-moving, high-stakes launch that required strategic messaging, a functional website, and supporting materials, all before the initiative had a fully built-out infrastructure behind it.
What we Built
Brand Messaging
Before anything could be written or designed, the story needed to be right. We developed messaging for the initiative as a whole, establishing a clear voice and positioning that could speak to multiple audiences without losing its identity. Gravel Wisconsin isn't just about trails — it's about community, regional pride, and making Wisconsin a recognized destination for gravel riding. The messaging reflects that bigger picture while staying grounded in the specifics riders and partners actually care about.
Rider-Facing 2-Pager
We created a print-ready marketing piece designed to speak directly to gravel riders. This covered what makes the Granite Belt region worth riding, what to expect, and what's coming — the kind of piece you hand someone at an event or drop in a local bike shop, and they immediately get it.
Regional Onboarding 2-Pager
With more Wisconsin regions being recruited into the initiative, there needed to be a leave-behind for those conversations too. We developed a partner-facing piece that explains the vision, articulates the opportunity, and gives regional stakeholders a clear picture of what joining Wisconsin Gravel looks like and why it matters for their communities.
Social Media
Web Design and Development
We designed and built a v1 website that gave the initiative a credible, functional digital home fast enough to meet the moment. The site covers the Granite Belt region — Wisconsin's first featured gravel region — with route and trail information, regional context, and details on gravel races across the state. The architecture was built to scale as additional regions come online, so the foundation supports growth without requiring a rebuild. The goal wasn't a perfect final product — it was a strong, strategic starting point that could hold its own in front of a wide range of stakeholders from day one.
The Shift
Wisconsin Gravel went from a strong idea with a lot of moving pieces to an initiative that had something real to show for itself. With a live website, clear messaging, and materials for both riders and regional partners, the conversations that were already happening could finally be anchored to something credible.
The first region is live. The framework is built to grow. And when the next region comes on board, the foundation is already there to welcome them.
