Leaders in Brand Transformation™

In 2010 the Calgary BMX Racing club reached out to RFX for help towards a long overdue refresh of the club’s identity. As a local not-for-profit, youth & adult, male & female, sport organization, celebrating their 30^th year of operations, the club desperately needed an identity that both captured the essence of the sport and had convincing appeal to their broadening demographic of participants.

The new identity needed to work towards both modernizing the club, and promoting the 2010 Provincial Grands & Alberta Championships – the sport’s premier provincial event that Calgary BMX Racing was chosen to host.

Drawing upon the diverse talents of our team, RFX was very enthusiastic about taking the project on, and offered our services for nothing more than in-kind support.

Art Director, Bryan McCloskey’s past experiences in skateboarding apparel design strongly contributed to striking the right tone and balance of the new logo design, combined with a custom illustration (by Jason Klapak also of RFX) in the form of a promotional poster, cemented an exciting new creative identity platform for the club.

Response to the poster and new identity was overwhelming and helped Calgary BMX Racing present the best-attended and most successful BMX event ever held within the province of Alberta. Lance Mottershead, president of Calgary BMX Racing commented; “the on-point reinvention of the identity greatly advanced recognition of our club and brought a legitimacy to sport that hasn’t been recognized since it’s inclusion in the 2008 Beijing Summer Olympic Games”.

In early 2011 RFX was once again engaged to further broaden the Calgary BMX Racing brand by completely rebuilding the club’s stale and ineffective website.

Launched May 1^st, the new website is proving to be a most effective information tool for both new recruits and returning club members. With vastly improved functionality, clean interface and intuitive navigation, the Calgary BMX Racing website sets a new standard in not-for-profit sport organization communications.