It Began as an Icon - LVs Ride

It Began as an Icon 

Al Cassidy Reflects on LVs RIDE

Re-posted from LVsRide.com/social

I got the call late one afternoon in September 2010. I had recently completed work on a new Lasallian Volunteers’ website, and was on to other things—primarily any assistance I could offer with the LVs running in Memphis, TN, for their upcoming annual marathon fundraiser.

“Al,” Mari Anzicek began, always mispronouncing my name Ale with her Michigan accent, “Mario and I are planning a cross-country bike ride and need a logo. There will probably be more to follow, but for now, we really need a logo. Are you in? Can you help?”

I’ll admit I was a bit burnt. We put a lot of energy into that new website, and there was a whole host of other things since early 2010 we created new to help promote the future work of this 20+ year program. I needed a break. But, I cannot say “no” to a challenge… albeit slightly unclear.

“Why don’t you and Mario do some additional planning, then check back with me in, say, November?” I suggested as my temporary mental leave.

No good. They already had a rough route planned, were getting in touch with a friend who led bike tours, and picked the brain of Brother Ed Phelan about his 2001 ride across the country (the Spoke ‘N Word Tour). We needed to get going right away simply because this thing was really going to happen.


So, I put my head to it and came up with a few options. After some discussion and tweaking, we had our logo. Let’s move on, we said: we need a website, we need flyers to promote the ride, we need email blasts, sell sheets, business cards . . . whoa whoa whoa! Slow down!

“I’m actually not crazy about this logo,” I told Mari one morning.

“So,” she said, “we’re announcing the ride in the newsletter this month, and it needs to go to print by Friday.” And in typical Mari fashion, she followed with something like, You have until the end of the day to come up with something new or we’re just sticking with this one.

Gotta’ love Mari. To the point. Since we (Mario, Mari and I) had already pored over enough biking logos to give us a lifetime of dreams about cranks, derailleurs, and cogs, I had some additional ideas sitting around. After a few sketches and some tweaking, I switched the logo to black and red, and voila! — it was complete.

“Looks good!” said Mari. “Let’s get this newsletter to print!”

With this new logo icon established, it really set the groundwork for how all the advertising materials were going to look. A website came together quickly and roughly by early November (just after the arrival of my 2nd son). Right after Christmas, we had a well-formed brochure telling about our journey, the cause and the need for funding. Come March, we had enough riders to start the trip. Bike jerseys and t-shirts with the icon emblazoned on them were ready to out the door. We were ready to leave our mark on this country. Things were going fairly well. But what was that about the well laid plans of mice and men?

Mari gets the call from the courthouse. She is summoned for jury duty, a major case. Could be a long one. I take the helm on the communication efforts, among other things. While trying to encourage additional fundraising pre-ride, finalizing the bike jerseys and t-shirts, I helped solidify a van & trailer with graphics, secured a videographer capable of creating a remarkable documentary of the trip, and planned a basic road map for capturing the day-to-day ride through an online journal. It was a lot of work. Then came some relief.

I already had the brain of Brother Ed by my side whenever I ran out of fresh ideas, now I was getting another brain familiar with communications. Elizabeth Jodice, from the D.C. office, was tasked with securing media attention and (as if that wasn’t enough) she even volunteered to update the journal on a regular basis. A break from the daily grind (not a single cyclist left for Oregon at this point mind you) of LVs Ride was in sight!

Once Mari was released from her jury duty and I saw the van wrapped with new graphics —then helped Tom Ludzia off from St. James School in North Philadelphia in a freshly-packed van filled with camping and bike supplies—all I had to do was get behind the wheel of my email and phone for updates along the route. But they never came. Silence.

“What happened?!” I wondered aloud. The ride planning was off to such an amazing and providential start, and then darkness settled above, clouding the promise of progress. The ride seemed to go dormant within the first few days. I was so completely concerned that somehow we had failed to do something right. The icon we created and placed on every last bit of material was lost in the mountains of Oregon, never to see daylight again. Okay, I wasn’t that concerned. But it had dawned on me that when you create a campaign based on a single icon, and you hope it will reach many eyes so that it reaches a purpose, you tend to get a bit frantic when it disappears.

But after learning how blessed (perhaps cursed) some of us are to live in these highly connected cities where internet and cell phone signal peak at a constant, I learned that the upper midwest is quite dark and free of such modern-day triumphs. I look back and realize how the riders truly struggled from more than just aches, pains, sleepiness, thirst, hunger, lack of motivation and more. I also realized how unimportant that icon really was in the grand scheme of things, but somehow it found a new role. The icon wasn’t just to simply identify the ride, it helped many remember they were pedaling for this common cause.

Cycling the final two days of the ride—no, I wasn’t biding my time to await the final glory, mind you, it was just convenient for me living in the Philly area—it made me realize how incredible it is that we received any update at all from the road. Riding your bike can be a lot of fun on any given Sunday—the wind gently blowing through your hair, the sun beaming in the midday sky, swans swimming in the pond as you pass by. But try cycling for upwards of 12 hours a day, and add continual requests for stories and videos on how you are feeling about it all, you would probably be about ready to toss your cell phone into a ravine or push the camerman down a dirt hill.

From the time I began working on LVs Ride until the day I joined them in dipping our tires in the Atlantic Ocean, my 2nd son is almost a year old. In the time they set out to ride, so much more happened than just a stop in some new, unkown city greeted by complete strangers every day: my fist son recently turned 3, I spent my 4th of July with family in Virginia, I visited a camp for Philadelphia children a few days per week, I got to see “The Bean” in Chicago and watch a tv show filming, I celebrated with my father his 81st birthday, my sister her expected daughter, and I spent time with my own family nearly every single day of the week. That’s not a terrible summer when you consider that the team of riders dedicated 60+ days of their life to pedal nearly every single day of the week until they felt they could do no more. And each day when they were done, they slept. And when they were done sleeping, they either got up and did it all over again, or they went to a most needed part of the city where they helped aid people who in need of assistance. I only did the riding part for two days, and I was still recovering days after. If you were include even one of those service days in between my two days of riding, I’d be out for a week I think.

My two days riding next to the national team made me realize a lot of things, but mostly that I’ve missed a ton of opportunities to be selfless in some important ways. I learned that life will work out the way it is supposed to (thanks Brother Rich) so long as you are willing to put in the effort each and every day (thanks Tom Ludzia). I learned that when things get really difficult, you need to: get a song in your head (thanks Kenny Latta), shush your restless soul and consider how others are feeling (thanks Beth Ford), have a laugh and smile (thanks Alyse Gay, Zac Ufnar, Melissa Spahr, and Glenna Krzyzanowski), take a quiet moment aside (thank you Karen Giroux), think and reflect and respond delicately (thanks Tom Cook), stick together through the thick and the thin (thanks Mike & Stacy Leard), keep it loose (thanks Kelly Towns and Casey Wilson), worry less about the end and be in the present moment (thanks Mario Ragghianti), be positive, hilarious, and insightful (thank you Ed), take the lead even if everyone can’t stand what you are about to say though you know it may be best for the group (thank you Mari). I also re-learned that no matter what icon or imagery I come up with to help reach an audience, what lies beneath a sunburst of gears, spokes and a red star is the heart and soul of every person who gave whatever they could to make this thing real.

I have also continued to reaffirm my forever belief in “providence.” I’ve called it many things in the past: coincidence, karma, fate. But it all means the same to me. All roads lead to the same place, and so long as you are willing to allow the road to take you there—you will be cared for. Though the cue sheet may lead us astray from time to time, the destination is always the same, and we must have faith we will eventually find our way.

As we’ve heard it all before, it is the journey—the people met, the places seen, the food eaten, the games played, the needed helped, the curious entertained—that matters. But it doesn’t hurt to have an icon at your side.