The challenge:

Every year, the Design and Production Team at Memorial Sloan Kettering (MSK) transforms Equinox clubs nationwide for 34,000+ participants to pedal, dance, and sweat towards a future without rare cancers.

My role:

As Senior Graphic Designer and later Design Lead, I oversaw the Cycle for Survival branding across multiple platforms, from the social media graphics to the environmental design, down to the very last bike tag!

Participants wearing the Cycle for Survival x New Balance shirts that I designed. 

The solution: 

By organising hundreds of design projects on Basecamp, we delivered all print and digital assets with a 100% completion rate, on time and on budget. We made sure to create designs with a cohesive user experience in mind, across all brand touchpoints.

The main floor at Cycle for Survival (ie, dance party on bikes!) included 100+ stationary bikes, each equipped with a branded bike tag, pom pom, and water bottle from beverage sponsor smartwater. The signature Cycle for Survival shoe, shirts, and watch were born out of a collaboration with brands including TAG Heuer and New Balance.

In celebration of Cycle for Survival surpassing $100 million in donations, I had the honour of producing a design for a 25-story, 5,000 square foot LED billboard in Times Square. We thanked supporters who donated on the day we hit this milestone by animating every single donor's name in the design.

While Cycle for Survival is an athletic event, the focus is on raising money for rare cancer research. My team and I made sure to display this by creating activations that spoke to the incredible impact made by participant fundraising.

These funds are game changing for patients, doctors, and researchers at MSK. One activation was a series of walls that featured a quote from a doctor or patient. Another was a tribute wall where participants could insert personalised cards for their loved ones.

The impact: 
In 2018, Cycle for Survival raised more than $39 million for rare cancer research at MSK. Within only 6 months of the fundraising deadline, 100% of every dollar raised was immediately allocated to scientists and doctors to fund their innovative studies and clinical trials.