USA Cycling’s
High Performance Plan
What is the role of design in marketing?
Design can be used to enhance the visual appeal of a product or service. It can be used to organize complex information or give meaning to abstract concepts. Sometimes design is used to make a bold statement or to evoke a specific emotion.
Design can do all of those things and more, but the underlying quality always remains the same — to strengthen clear communication.
When USA Cycling approached us with the opportunity to design their High Performance Plan (HPP) presentation, clear communication was the driving force behind the entire project. The HPP weighs in at around 135 pages of information ranging from high-level to technical, broken into 15 sections. We were told that the bulk of the content had changed little from year to year. Our challenge? To make it easy for the reader to digest and quickly grasp the key concepts within the plan. Past attempts had been too busy and not consistent with the USA Cycling brand.
