At a time when California was threatening to close dozens of state parks, the Bay Area Open Space Council knew they had to advocate for open space in a surprising, unconventional way. They had the idea: a day-long bike ride where cyclists summited three Bay Area mountains in one day, taking public transit between the peaks. They came to JMS when they needed to recruit an audience. We reimagined the event from start to finish, contributing a new name—Alt—an updated identity and a mobile-ready website that allowed Alt participants to upload photos and comments to a live feed on the day of the race.