A small group of college students formed with the simple idea of making dreams come true. Dream4TK set out to raise money and awareness for Embrace Kids Foundation, which supports the non-medical needs of kids with cancer and blood disorders. To do this, a group of cyclists biked from New Brunswick, New Jersey to Disney World in Orlando, Florida.

 

 

A $1,000,000 fundraising goal for families of children with cancer and a 1,615-mile bike ride from New Jersey to Florida sounds crazy —we knew we needed a strong branding identity to make it happen.

I was the design lead for the brand identity for Dream4TK. Starting a dark classroom late into the night, we began brainstorming ideas for a name and brand identity.

 

In line with a rapid prototyping philosophy, I presented it at our next meeting. The response was mixed - people received the bike image well but wanted to incorporate the theme of biking to disney in there.

I tried a subtle allusion to Mickey ears with the wheels, while doubling as a bike on a road.

While this next iteration was very well received by the creatives, the Mickey motif fell flat on a large number of people.

 

We then decided to go back to basics and modernize the entire look for a simple, elegant feel.

Just as we were moving forward with our brand identity, we ran into unexpected naming issues as Rutgers University could not officially endorse our project, and thus we had to remove "RU" from "RUDream".

 

The project then became weDream For the Kids.

Our user testing showed this next iteration to be too busy, so we simplified it once more into a catchy buzzword that represents the two elements of our vision: