Developing a brand

The brand identity captures the exhilaration of riding on gravel. The use of jagged typography in the wordmark reflects the slip of gravel under your wheels and the gripping traction of rubber on a gravel road.

The course traverses some of the most demanding terrain, featuring steep ascents and descents, cool forests, expansive waters, and vibrant townships and cities. Drawing inspiration from the race’s elevation data, we developed a colour palette that mirrors the environment—transitioning from the greens of the forest to the blues of Geelong. As the elevation rises, so too do the pain and intensity, represented by a bold red hue that conveys heightened pressure and energy.

Bringing the event to life

We produced short pre- and post-event films that captured the true essence of the race, building anticipation and excitement. These films were featured on the website, immersing entrants and allowing them to envision themselves riding through the breathtaking Otways.

Our social campaign delivered striking, attention-grabbing content that brought the race to life, inspiring potential participants to take on the ultimate challenge and experience the ride of a lifetime!

Partnerships

In its inaugural year, iconic Melbourne cycling brand MAAP joined Dirty Warrny as a main event sponsor, adding their unique touch of style and innovation to the race. This partnership symbolised a shared commitment to pushing boundaries and celebrating the cycling community.

Working closely with Dirty Warrny and MAAP, we crafted a social campaign that highlighted this creative collaboration. Through eye-catching visuals and engaging storytelling, the campaign not only showcased the partnership but also inspired excitement among participants and the wider cycling audience, reinforcing Dirty Warrny as a must-ride event.

We designed the Dirty Warrny collection of merchandise, allowing participants and event organisers to proudly showcase their connection to the race. This collection was crafted to reflect the spirit and grit of the event, seamlessly aligning with the broader event branding.

Adding to the unique identity of the race, the winning trophies were carved from fallen trees along the course, paying homage to the rugged beauty of the Otway region. Every participant was also awarded the prestigious Dirty Warrny Medal of Honour—a symbol of their endurance and accomplishment in conquering one of the toughest gravel challenges in the Southern Hemisphere.