Esbravada

Branding, Design, Social Media, Web Design

Esbravada: Branding, Content and Activation for a Gravel Race on the Costa Brava

Esbravada was born as a new gravel experience on the Costa Brava, with the ambition of going beyond a cycling race to build a brand with a personality of its own — one deeply connected to the territory, the community and a distinctive way of experiencing cycling.

At Madvelous, we approached the project from a 360º perspective, starting with the creation of the logo and visual identity and developing a complete graphic universe designed to work consistently across both digital and physical environments.

From this foundation, we defined and activated the social media strategy, creating a content direction that communicated not only the practical aspects of the race, but also its atmosphere: landscape, gravel, community, effort and the Costa Brava.

To bring this narrative to life, we produced original photography and audiovisual content, including on-location shoots along the route and video pieces created specifically for social media, campaigns and brand communication. This gave us the assets to build a more authentic communication strategy, closely connected to the real experience of the race.

The project also included the creation and coordination of the event activation, bringing the brand identity into the physical environment and carefully considering the different touchpoints throughout the participant experience.

During the race itself, we produced new content on location and created the event recap video, turning race day into valuable communication material to strengthen the brand and build momentum for future editions.

In parallel, we managed online advertising to increase Esbravada’s visibility, build awareness and support the registration process.

The result is a brand built from every angle: from its identity to the real-world event experience, bringing together content, social media, advertising and brand activation into one cohesive ecosystem.