North America’s largest Gran Fondo – Italian for ‘big ride’ –  approached me for a identity refresh and merchandise program redesign in 2016. The route, which follows the Sea-to-sky highway from Vancouver to Whistler, is one of Canada’s most scenic, featuring breathtaking ocean and mountain views. The goal was to design a wordmark that spoke to the fun and approachability of the event, but one that also felt like it belonged to the sport of cycling in a historical way.

Rather than rely on an icon or a mark for the graphic identity, I proposed that from year to year we change the motif that would be featured on sale merchandise such as cycling kit, water bottles, caps and medals, among other things. The result was an increase in merchandise sales from previous years.



GrandFondo Whistler – Jonathan Wood Design

Photo by Tammy Brimner


GrandFondo Whistler – Jonathan Wood Design

GrandFondo Whistler – Jonathan Wood Design2016 Kit & Merchandise


GrandFondo Whistler – Jonathan Wood DesignPhoto by Tammy Brimner


GrandFondo Whistler – Jonathan Wood DesignGrandFondo Whistler – Jonathan Wood Design

2017 Kit and Finisher Medals