Serving people who pedal.

Consider Biking, which became part of Yay Bikes!, had the grand notion to turn Columbus, OH into a cyclist-friendly city -- here bike lanes, racks, safety initiatives and events were as commonplace as Ohio State Buckeye t-shirts. By immersing myself in their mission, and after interviewing staff, government, and Consider Biking current members (ranging from young gun racers to commuting grandpas), the slogan "Serving people who pedal" brought their entire marketing plan to life.