Min Riders by Scottish Cycling
Focussing on the fun over the risk

Targeting 4–8 year-olds, Mini Riders is a programme designed by Scottish Cycling to fill the gap in the current pathway between learning to ride a bike, and engaging in club activity. The programme is designed to mirror the experience that children enjoy in their early stages, developing the fundamental skills of cycling, with the focus on the pure enjoyment that riding a bike brings to children, this programme is different to others that concentrate solely on road safety, what can go wrong and dangers to avoid.

Central to the design is ‘Jax’, our Mini Riders’ cheerleader! Jax was created as a result of our research with the target audience of young children. The need for a gender and ethnicity neutral, humanoid character. We looked at a range of concepts deciding to develop one made up of mechanical bike parts as it proved most popular across our focus groups.

Deliverables:
Strategy, messaging and naming
Mascot design, identity and brand guidelines
MS templates and toolkit of assets