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On 20, Sep 2016 | In | By Nick Conflitti

Waterloo Trail Branding


Waterloo Trail Branding


Michigan Mountain Biking Association (MMBA)

My Role

  • Creative Director
  • Graphic Designer


The Michigan Mountain Biking Association (MMBA) is leading the effort to build a 5-loop mountain biking trail at the Waterloo Recreational area west of Ann Arbor, MI. The plans for the trail have been approved, and the MMBA can start the fundraising effort to build the trail. In order to do so the MMBA asked us to create a brand identity for the trail.


Create an identity, and print materials that will help raiser awareness for the fundraising effort. The identity needed to be flexible enough to be used at large and small scale sizes, indoor and outdoor, and and stand out from other MMBA chapters around the state.

The brochure needed to be a mailable piece that fit in a standard envelope, but would stand out from the other mail often received by business people. The brochure needed convey the background of the project, associated costs with building the trail and tell a story that would convince people to donate to the project.


We created an icon that resonated with the general outdoor enthusiast while speaking to the biking community directly. The icon is comprised mainly of a bicycle chain ring with an integrated compass. The wordmark of the logo has been designed to evoke an outdoorsy & natural aesthetic.

With a brand established, the logo was used right away to help guide the design/layouts of the brochure as well as for branded swag such as pint glasses, stainless steel thermoses, and more to raise funds for the trail.

The brochure tells the story of the trail fundraising efforts, and the impact the trails could have on the local and regional economy. To make it easy for people to donate right away, we gave them two options.

  1. Use the perforated tear sheet from the brochure and self-addressed envelope to mail in your donation.
  2. Go online to the website and submit a donation through PayPal.


Within 16 months of finishing the website and marketing materials, the Waterloo Trail is more than halfway to reaching their goal. Between the site and direct donations from marketing efforts, the Waterloo Trail has raised $300,000+ putting them way ahead of pace for the total amount needed for all 5 trails.

UPDATE: In early 2016, the Waterloo Trail received a 6 figure donation from DTE Energy which also granted DTE Energy the naming rights to the trail. The site and trail have now been renamed to the DTE Energy Foundation Trail.

Image of the Waterloo Trail logo

Image of the Waterloo Trail logo

Image of the Waterloo Trail fundraiser brochure

Image of the Waterloo Trail fundraiser brochure

Image of the Waterloo Trail fundraiser brochure

Image of the Waterloo Trail logo on a coffee bean grinder