2026
Tour de Big Bear
Web design, graphics, and branding for Southern California's largest cycling festival.
Produced through Facets Marketing.
Graphic Design
Website Design
Overview
A full rebrand and design overhaul for Southern California's largest cycling event.
About the Project
Tour de Big Bear is the largest cycling event in Southern California, and a three-day festival rather than a single race. Nine events across road, gravel, and mountain bike, plus a cycling expo, adaptive categories, and free community rides, all run out of Big Bear Lake every summer. The reputation was already there, ranked the top Gran Fondo in North America in 2023, but the brand and the website were lacking. Declining registration numbers reflected the gap.
Objectives
Grow attendance among younger riders, improve the online experience, increase conversion, and give the race a presence equal to its reputation.
Web Design
A new website built around three objectives: increase conversions, improve the rider experience, and position the event as a cycling destination.
Endurance event websites are notorious for being clunky and hard to navigate. Race logistics, event schedules, GPX maps, race policies and rules, award structures — every detail has to be included without getting lost in the mix.
I overhauled the existing site, replacing the site's static content blocks with a cleaner, more engaging design system, using motion and visuals to illustrate the event's vibe. A new strategic information architecture keeps critical info easy to find, so riders arrive prepared and excited, not overwhelmed. The site now presents Tour de Big Bear as a premium destination event rather than a regional community ride, and gives riders a reason to return and bring others with them.
Early Results
After launching in early 2026, the site immediately drove results, increasing conversion rates by 8% in just 3 months.
Branding + Graphics
A new identity built to reach a younger audience and position the event as a premium destination, then applied across merchandise, signage, and campaign assets.
The race already had national standing. The brand still read like a regional community ride. The identity was drawn to close that gap and bring younger riders to the start line, then documented as a system before production began, with templates covering type, color, layout, and application.
That system was built for volume. I designed over 40 merchandise items inside a four-week window, each made to be worn long after the weekend rather than left in a drawer. More than 1,000 assets followed across social, email, SMS, on-site signage, event posters, promotional material, and display advertising. At that scale, consistency is the biggest obstacle, and the rules set during the identity phase allowed me to move quickly without the brand drifting.
Results
Unprecedented growth across all events, with participation from across the US and 12 countries.
Registration
Registration across main events grew 30% YOY, with participation from 5 new countries and 18 new states. Participation in free events and fun rides skyrocketing, growing over 400% in the Glow Ride alone. While the free events may not be direct revenue drivers, it was a clear sign that riders are traveling in larger groups and are much more eager to participate in aspects of the event outside of the main events.
Website
Conversion rates rose 8% within three months, with registrations arriving from across the US and abroad. The rider base shifted with it. An event that once drew most of its registrations from riders 55 and older now skews Millennial and Gen Z.
Merchandise
Merchandise sales climbed 187% YOY, exceeding $70K in online and on-site sales. Riders left the weekend wearing the brand, carrying the event well past race day.
Social
Following grew 32% in the first year, with engagement up 318% across Meta. Event weekend alone produced more than 400 tagged stories and over 200 tagged in-feed posts and reels.
More Projects
2026
Tour de Big Bear
Web design, graphics, and branding for Southern California's largest cycling festival.
Produced through Facets Marketing.
Graphic Design
Website Design
Overview
A full rebrand and design overhaul for Southern California's largest cycling event.
About the Project
Tour de Big Bear is the largest cycling event in Southern California, and a three-day festival rather than a single race. Nine events across road, gravel, and mountain bike, plus a cycling expo, adaptive categories, and free community rides, all run out of Big Bear Lake every summer. The reputation was already there, ranked the top Gran Fondo in North America in 2023, but the brand and the website were lacking. Declining registration numbers reflected the gap.
Objectives
Grow attendance among younger riders, improve the online experience, increase conversion, and give the race a presence equal to its reputation.
Web Design
A new website built around three objectives: increase conversions, improve the rider experience, and position the event as a cycling destination.
Endurance event websites are notorious for being clunky and hard to navigate. Race logistics, event schedules, GPX maps, race policies and rules, award structures — every detail has to be included without getting lost in the mix.
I overhauled the existing site, replacing the site's static content blocks with a cleaner, more engaging design system, using motion and visuals to illustrate the event's vibe. A new strategic information architecture keeps critical info easy to find, so riders arrive prepared and excited, not overwhelmed. The site now presents Tour de Big Bear as a premium destination event rather than a regional community ride, and gives riders a reason to return and bring others with them.
Early Results
After launching in early 2026, the site immediately drove results, increasing conversion rates by 8% in just 3 months.
Branding + Graphics
A new identity built to reach a younger audience and position the event as a premium destination, then applied across merchandise, signage, and campaign assets.
The race already had national standing. The brand still read like a regional community ride. The identity was drawn to close that gap and bring younger riders to the start line, then documented as a system before production began, with templates covering type, color, layout, and application.
That system was built for volume. I designed over 40 merchandise items inside a four-week window, each made to be worn long after the weekend rather than left in a drawer. More than 1,000 assets followed across social, email, SMS, on-site signage, event posters, promotional material, and display advertising. At that scale, consistency is the biggest obstacle, and the rules set during the identity phase allowed me to move quickly without the brand drifting.
Results
Unprecedented growth across all events, with participation from across the US and 12 countries.
Registration
Registration across main events grew 30% YOY, with participation from 5 new countries and 18 new states. Participation in free events and fun rides skyrocketing, growing over 400% in the Glow Ride alone. While the free events may not be direct revenue drivers, it was a clear sign that riders are traveling in larger groups and are much more eager to participate in aspects of the event outside of the main events.
Website
Conversion rates rose 8% within three months, with registrations arriving from across the US and abroad. The rider base shifted with it. An event that once drew most of its registrations from riders 55 and older now skews Millennial and Gen Z.
Merchandise
Merchandise sales climbed 187% YOY, exceeding $70K in online and on-site sales. Riders left the weekend wearing the brand, carrying the event well past race day.
Social
Following grew 32% in the first year, with engagement up 318% across Meta. Event weekend alone produced more than 400 tagged stories and over 200 tagged in-feed posts and reels.
More Projects
2026
Tour de Big Bear
Web design, graphics, and branding for Southern California's largest cycling festival.
Produced through Facets Marketing.
Graphic Design
Website Design
Overview
A full rebrand and design overhaul for Southern California's largest cycling event.
About the Project
Tour de Big Bear is the largest cycling event in Southern California, and a three-day festival rather than a single race. Nine events across road, gravel, and mountain bike, plus a cycling expo, adaptive categories, and free community rides, all run out of Big Bear Lake every summer. The reputation was already there, ranked the top Gran Fondo in North America in 2023, but the brand and the website were lacking. Declining registration numbers reflected the gap.
Objectives
Grow attendance among younger riders, improve the online experience, increase conversion, and give the race a presence equal to its reputation.
Web Design
A new website built around three objectives: increase conversions, improve the rider experience, and position the event as a cycling destination.
Endurance event websites are notorious for being clunky and hard to navigate. Race logistics, event schedules, GPX maps, race policies and rules, award structures — every detail has to be included without getting lost in the mix.
I overhauled the existing site, replacing the site's static content blocks with a cleaner, more engaging design system, using motion and visuals to illustrate the event's vibe. A new strategic information architecture keeps critical info easy to find, so riders arrive prepared and excited, not overwhelmed. The site now presents Tour de Big Bear as a premium destination event rather than a regional community ride, and gives riders a reason to return and bring others with them.
Early Results
After launching in early 2026, the site immediately drove results, increasing conversion rates by 8% in just 3 months.
Branding + Graphics
A new identity built to reach a younger audience and position the event as a premium destination, then applied across merchandise, signage, and campaign assets.
The race already had national standing. The brand still read like a regional community ride. The identity was drawn to close that gap and bring younger riders to the start line, then documented as a system before production began, with templates covering type, color, layout, and application.
That system was built for volume. I designed over 40 merchandise items inside a four-week window, each made to be worn long after the weekend rather than left in a drawer. More than 1,000 assets followed across social, email, SMS, on-site signage, event posters, promotional material, and display advertising. At that scale, consistency is the biggest obstacle, and the rules set during the identity phase allowed me to move quickly without the brand drifting.
Results
Unprecedented growth across all events, with participation from across the US and 12 countries.
Registration
Registration across main events grew 30% YOY, with participation from 5 new countries and 18 new states. Participation in free events and fun rides skyrocketing, growing over 400% in the Glow Ride alone. While the free events may not be direct revenue drivers, it was a clear sign that riders are traveling in larger groups and are much more eager to participate in aspects of the event outside of the main events.
Website
Conversion rates rose 8% within three months, with registrations arriving from across the US and abroad. The rider base shifted with it. An event that once drew most of its registrations from riders 55 and older now skews Millennial and Gen Z.
Merchandise
Merchandise sales climbed 187% YOY, exceeding $70K in online and on-site sales. Riders left the weekend wearing the brand, carrying the event well past race day.
Social
Following grew 32% in the first year, with engagement up 318% across Meta. Event weekend alone produced more than 400 tagged stories and over 200 tagged in-feed posts and reels.
More Projects