There are hundreds of bike rides and fun runs for all kinds of amazing and deserving causes. Sadly, most of the names just blend together. They lack personality and conviction, making it impossible to stand out and thus incredibly difficult to attract participants, donors and volunteers. So when Fred Hutch gave us the opportunity to name, create the logo and develop the brand guidelines for their bike ride (with a very clear goal of ending cancer) we didn’t mess around. Obliteride cut right to the chase. There’s no mistaking what it’s about, or how committed Fred Hutch is to ending cancer. Frankly, it made a few people nervous. Which is great. Because standing out beats blending in every time. You too can help end cancer with the Fred Hutch Obliteride!