In 2008 a local cyclist was struck and killed by a car. The tragedy shook Boise’s tight-knit cycling community to the core. Trademark’s own John Yarnell and Jason Keeble are both avid cyclists, and felt the need to do something. In response to the accident, they founded the nonprofit group Look! Save a Life. The group advocates bicycle safety and works to improve the relationship between cyclists and motorists. Trademark designed all the logos and apparel, and continues to support the group’s growth. Hopefully, with Look! Save a Life’s help, Boise will continue to be a safe place to bike.