Whiskey Tango Fondo.
WTF is a Whiskey Tango Fondo?
Long time collaborator Phil Gaimon, a former professional road cyclist, asked us to create the identity for his new cycling event. We were naturally delighted to help out.
The Whiskey Tango Fondo is a ‘fun’ gravel ride set in the rugged natural beauty of California’s Eastern Sierras. In the spirit of the early pioneers of the American West, the route will test riders on unfamilar terriain with three distance options and up to 11,750+ feet of elevation gain.
Whiskey Tango Fondo is a play on ‘Whiskey Tango Foxtrot’ from the NATO phonetic alphabet, often abbreviated to WTF. The routes, even the ‘easiest’ version of 50 miles, were designed to test and are not for the casual rider. Due to the incredible amount of rain California recieved in early 2023 it made for some difficult riding conditions, turning what was hard pack surfaces into energy sapping sand. To make it just that little bit tougher, on the day of the event it was the hottest of the year in the region, with temps getting up to 90F/32C.
By the end of the ride you could guarantee that every rider had uttered the phrase WTF more than once!
The brief was ‘make it a bit weird’ and give it a look that you wouldn’t normally associate with traditional cycling events and fondos.
A logo type and a series of icons were designed and implemented across numerous touch points from start/finish lines, signage, merchandise and social media.
Merchandise
Work carried out
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Logo design
Identity design
Digital design
Signage and wayfinding
Signage
Relevant work
Phil's Cookies
Bagel+Slice
