Melbourne Artbike Grand Prix is a fun community event, a conscious alternative to the Melbourne Cup. Participants race their own customised, home built, and wildly decorated bikes in a knockout competition, held in good fun, and with proceeds going to charity organisation Bicycles For Humanity.
The branding and event design called for a visual representation of an abstract and open-eded concept, with an overall friendly and fun look. Anchoring on the most universal part of the concept, the bike, and zoning in on the part most instantly recognisable, the wheel, then mixing it up with some fun elements to represent art and creativity, while keeping an element of abstract and mystery to the overall design - after all, an art bike is a free-for-all creative outlet and the design shouldn't influence or dictate any pre-prescribed notions (especially for the inaugural event). The secondary elements are an imagining of what kind of tyre tracks these crazy Artbikes would leave in the dust of the race track, and the resulting abstract shapes have been adopted across all collateral throughout the event.
