Problem:

Mid-Indiana Trails (MINT) is a local chapter of the International Mountain Biking Association (IMBA) that oversees biking trails throughout East Central Indiana including the cities of Muncie, Anderson, Winchester, and New Castle. The organization was in need of a simplified identity that could still visually express the MINT chapter. The goal of this organization is to advocate for local trail users and to provide a local voice for the biking community.

Solution:

My team within Studio 165+ was entrusted to create an identity system for the MINT chapter. The new identity incorporates all counties that fall under MINT’s jurisdiction within the shape of a single mint leaf. The leaf being a reference back to the name of the orginzation.