The Breakthrough Challenge was founded in 2013. Our goal is to raise funds supporting breakthroughs in cancer research at Penn Medicine’s Abramson Cancer Center by uniting for a scenic and inspiring bike ride through Eastern PA’s beautiful Oley Valley. There are 4 virtual options for participation: biker/spinner, runner, walker, or multi-sport. 100% of the registration donation supports cancer research at Penn Medicine’s Abramson Cancer Center. It also counts towards the individual’s fundraising goal. Since 2013, the Breakthrough Challenge ride has donated more than $1,925,000 to support these breakthroughs.

The Breakthrough Challenge supports Penn Medicine’s Abramson Cancer Center in a unique way. It funds scientists with bold and innovative ideas for early stage cancer research that can lead to “breakthroughs” in cancer solutions. Seed capital for early stage research is one of the most underfunded parts of the cancer research process. Yet it is often the source of “breakthroughs” in cancer research. Our mission is to bridge that gap in funding.

This rebrand was in response to the Breakthrough Bike Challenge being forced to go virtual due to the Covid-19 pandemic. The ride became virtual, allowing those who registered to participate by biking their own route, on a stationary bike, running or walking. With striving to be more inclusive to all participants, the Breakthrough Bike Challenge rebranded to the Breakthrough Challenge, breaking the chain with their pre-existing branding. 

Left: Original Logo
Right: New Logo


Left: Original Logo
Right: New Logo

Project Highlights

Spearheading a rebrand with the ability to evolve the pre-existing brand for brand recognition

Cross-department collaborations with Creative Services and Development

Implementing the rebrand across multiple deliverables including business cards, sponsorship packets, postcards, t-shirts, web graphics and signage

Setting up style sheets, templates, and Creative Cloud Libraries to streamline future project requests as this is an annual event

Let's connect!

Jersey Born, Philly Based
Instagram: @k.line_design

© Kelly Lineman 2023 Graphic Designer

"It's supposed to be hard. If it was easy, everyone would do it. The hard is what makes it great"— Jimmy Dugan, A League of Their Own, 1992