C.A.R.V.E - Central Arkansas Velo
MAGAZINE ADS, FLYERS, JERSEY DESIGN & VIDEO
CREATIVE WORK FOR A CYCLING ORGANIZATION IN CENTRAL ARKANSAS
CARVE (Central Arkansas Velo) is a USA Cycling registered club that brings together riders of all ages, skill levels, and disciplines. I had the privilege of racing with CARVE’s competitive mountain bike team for several years, and during that time, the club approached me to collaborate on a range of design projects. These included creating magazine and flyer ads, designing team jerseys, and producing a promotional video for one of our key sponsors, Subaru of Little Rock.
Working with CARVE allowed me to blend my passion for cycling with my graphic design skills, resulting in dynamic, high-impact designs that helped strengthen the team's identity and presence. Each project was an opportunity to bring creative energy to the cycling community while meeting the practical needs of a growing team and their sponsors.
SERVICES PROVIDED:
Graphic Design & Video Production
THE 2018 SLOBBERKNOCKER GRAVEL GRINDER EVENT FLYER
PROJECT SCOPE:
In 2018, C.A.R.V.E. (Central Arkansas Velo) reached out to me to design the promotional flyer for their flagship event, The Slobberknocker Gravel Grinder Race. Held annually on the challenging Lake Winona Gravel Bike Loop in the stunning Ouachita National Forest, The Slobberknocker is a unique event that blends grueling terrain with a spirited cycling community.
The race offered two participation options: the full-length race and a shorter tour. While the "tour" might suggest a more leisurely experience, participants soon discovered that it was no easy ride. Both routes challenged even the most seasoned cyclists with fierce, steep hills and rugged gravel roads. It’s a true battle between riders and relentless climbs—a "battle royal" of endurance.
For the 2018 flyer design, C.A.R.V.E. wanted something dynamic that would not only capture the intensity of the event but also excite and inspire the local cycling community to join the race. The goal was to create a design that would stand out and convey the rugged, high-energy spirit of The Slobberknocker while highlighting the natural beauty and challenge of the Ouachita Mountains.
DESIGN CONCEPT:
As an annual cycling event, The Slobberknocker Gravel Grinder Race needed a unique and consistent visual identity that could evolve each year, building recognition and excitement within the cycling community. The challenge was to create a cohesive design system—encompassing typography, tone, logo, and graphic elements—that would remain adaptable across all marketing materials, including flyers, posters, social media, and merchandise.
By establishing this visual foundation early on, The Slobberknocker developed a strong, evolving brand that fans now eagerly anticipate each year. The design didn’t just serve as a marketing tool—it became an integral part of the race’s identity, helping to elevate its recognition and influence within the cycling community.
Imagery & Tone:
The imagery needed to reflect the rugged terrain and raw grit required to conquer the race’s challenging gravel roads and steep climbs. With no personal photos available from previous events, I sourced high-quality images from past races, working with photographers to secure the necessary rights for use.
Logo Design:
A central element of the race's identity, the logo needed to be timeless and adaptable. During my research, I discovered a sketch by local cycling legend Scotti Wilborne—now the Director of the Arkansas Graveler—that had become iconic within the cycling community. I refined this sketch and incorporated it into the final logo, honoring Scotti’s contribution by adding her name, ensuring the logo could be used consistently year after year.
Typography:
For the typography, I selected bold, strong, and slightly distressed fonts to convey the toughness of the race and evoke the raw energy of the event. This choice aligned with the visual identity, reinforcing the feeling of challenge and excitement.
Together, these design elements created a dynamic and unified visual identity that resonates with participants and spectators alike. The final flyer design not only captured the heart of The Slobberknocker race but also served to build anticipation and drive engagement, year after year.
By balancing the natural beauty of the Ouachita Mountains with the fierce competition of the race, the flyer became a key asset in fostering participation and growing The Slobberknocker’s legacy.
THE 2019 SLOBBERKNOCKER GRAVEL GRINDER
MAGAZINE AD & FLYER DESIGN
MAGAZINE ADVERTISEMENT DESIGN
FLYER DESIGN
RESULTS:
The design of the 2018 Slobberknocker Gravel Grinder Race flyer was met with great success. In 2019, the visual identity I created gained significant traction, leading Bike Arkansas, our magazine sponsor, to feature the 2019 Slobberknocker advertisement in their publication. This recognition not only validated the design’s ability to capture the event’s essence but also helped amplify the race’s visibility within the broader cycling community.
The consistency of the brand, paired with its compelling imagery and dynamic tone, resonated strongly with both participants and sponsors, further solidifying The Slobberknocker's growing reputation. The exposure in Bike Arkansas marked a pivotal moment in expanding the race’s reach, helping to establish it as a must-attend event on the Arkansas cycling calendar.
THE 2019 ARKANSAS STATE CRITERIUM CHAMPIONSHIP
MAGAZINE AD & FLYER DESIGN
MAGAZINE ADVERTISEMENT DESIGN
FLYER DESIGN
THE 2015 C.A.R.V.E (CENTRAL ARKANSAS VELO)
JERSEY DESIGN
PROJECT SCOPE:
In 2014, tragedy struck our race team, C.A.R.V.E.: Laura Wooldridge, a teammate and mentor who had taught me everything I knew about mountain biking, passed away unexpectedly. Laura was pre-riding a trail the day before a race when she tragically crashed. Although she walked to the paramedics for help, she later collapsed and was airlifted to the hospital, where she sadly passed away before arriving. It was later revealed that paramedic malpractice played a role in her death.
Laura was an instrumental figure in my life, instilling the confidence I needed to pursue mountain biking and inspiring me to race with her and our team. The night before the accident, she had discussed ideas for our new team jerseys with the team captain, Scott, and expressed a desire to see more pink incorporated into the women’s kits. This conversation would later serve as the foundation for our tribute to Laura.
In the aftermath of the tragedy, the team made the collective decision to forgo racing and instead ride together in honor of Laura. Race officials graciously allowed us to do a group ride on the course in lieu of racing. A shirt vendor at the event, showing deep compassion, offered to create “Laura” shirts for the team. When asked what color to use, I recalled Laura’s request for more pink in the women’s jerseys, and suggested we incorporate pink into the commemorative shirts. The team, in a gesture of solidarity, agreed to wear pink, regardless of gender, to honor her memory. Together, we rode the course in silence, each wearing the pink shirts as a symbol of our respect, grief, and unity.
Months later, C.A.R.V.E. approached me to design new team jerseys. Given the profound impact of Laura’s passing and her deep love for the sport, I knew the design had to be a tribute to her life and legacy. I decided to make all of the jerseys pink, a color that not only honored Laura’s memory but also symbolized the strength and unity our team displayed in the face of loss.
Months later, C.A.R.V.E. approached me to design the team’s new jerseys. Given the profound impact of Laura's passing, I knew the design had to not only honor her memory but also reflect the spirit of unity and strength our team had shown. In tribute, I decided to make all of the jerseys pink. This choice was not only a personal tribute to Laura but also a powerful symbol of the strength we had drawn from each other during such a difficult time.
Building on the line design elements of previous C.A.R.V.E. kits, I incorporated mountain bike tire tracks into the jersey design. The tire tracks were intentionally designed in a straight and symmetrical pattern, representing the focus and precision required in mountain biking, as well as the strength and unity of our team. I ultimately chose a clean, orderly pattern to reflect the respect, clarity, and strength we needed in the wake of Laura’s untimely passing.
DESIGN CONCEPT:
The design of the 2015 C.A.R.V.E. jerseys was created with both the spirit of mountain biking and the enduring legacy of Laura Wooldridge in mind. The bold pink color was chosen as a unifying tribute to her presence in our team and the lasting impact she made on our lives.The straight and symmetrical tire track pattern symbolized the focus, precision, and determination inherent in mountain biking, and mirrored the collective strength and unity of our team as we moved forward from our grief.These jerseys were not just race kits; they became a symbol of remembrance, resilience, and solidarity. The straight lines of the tire tracks reflected our need for clarity and strength during a time of immense loss, while also paying homage to the sport we loved. Through this design, we honored Laura’s memory and celebrated the unbreakable bond within our team, ensuring that her spirit continued to guide and inspire us as we raced and rode together.
RESULTS:
The C.A.R.V.E. race team jerseys became a symbol of unity and resilience. The bold pink color honored Laura’s memory, while the straight, symmetrical tire tracks represented the strength and focus that held our team together in the face of loss.
Beyond a race kit, these jerseys embodied our collective strength. They reminded us that, despite the tragedy we faced, we were there for each other—on and off the bike. The jerseys fostered a deep sense of connection within the team and with the wider cycling community.
As we raced and rode, the jerseys not only honored Laura’s legacy but also reinforced our bond as teammates, reminding us that together, we could overcome any challenge. C.A.R.V.E. wasn’t just a team—it was a family, and these jerseys symbolized that unbreakable unity.
THE 2014 RONDE VON BURNS CRIT RACE HIGHLIGHT VIDEO
PROJECT SCOPE:
As part of my ongoing work with the C.A.R.V.E. race team, I was tasked with creating a video to showcase the team’s performance and spirit at the Burns Park Race. Central Arkansas Velo hosts the Ronde Von Burns Criterium Road Race at Burns Park in North Little Rock, Arkansas. The goal was to provide Subaru, our sponsor, with an engaging and professional highlight reel that demonstrated the team's dedication, competitive edge, and connection to the cycling community. The video would serve not only as a promotional tool for the team but also as a way to showcase the synergy between C.A.R.V.E. and its sponsors. It needed to capture the fast-paced excitement of road racing, highlight individual athletes' performances, and emphasize the collaborative, community-driven spirit that makes the team unique.
VIDEO CONCEPT:
The C.A.R.V.E. Road Crit Race Video was designed to tell a dynamic, action-packed story of the race day, from pre-race preparations to the final laps. The concept focused on the energy, strategy, and camaraderie that defined the team's performance. Key shots included intense race footage, close-ups of athletes in action, and behind-the-scenes moments that highlighted the team’s unity and commitment. I aimed to weave in footage of the team's diverse riders—showing both the individual effort and the collective strategy that drives C.A.R.V.E. forward. The pacing of the video mirrored the rhythm of a crit race, alternating between high-energy action shots and quieter, more reflective moments that showed the team’s preparation and focus.