PACE

PACE — Promoting Active Cities in Europe — is an initiative focused on making cycling a more accessible, practical, and inclusive part of everyday urban life.

The brand connects active mobility with the cities and people it is designed for, promoting cycling not only as transportation, but as a way to create healthier and more people-centered urban environments.

My goal was to create a complete visual identity that would make PACE recognizable, approachable, and relevant across different European cities.

The system needed to communicate movement and energy without relying on familiar cycling clichés, while remaining flexible enough to work across digital communication, research initiatives, public campaigns, and urban environments.

I created a flexible visual system built around movement, energy, and urban mobility. The identity combines a distinctive cycling-inspired graphic element with bold typography and a vibrant lime and deep blue color palette.

I applied the system across digital and physical touchpoints, including social media, outdoor advertising, campaign materials, and branded applications, ensuring a consistent and recognizable presence across every format.

I created a bold and adaptable identity that makes PACE immediately recognizable while giving the initiative enough flexibility to communicate across different contexts.

From research and social content to street-level campaigns and branded applications, the final system maintains a consistent visual language centered on movement, accessibility, and active urban life.