Scottish Cycling
A brand for hesitant beginners, Olympic Champions and everyone in-between

In addition to the traditional roles of governance and rulemaking, modern sports’ governing bodies are increasingly responsible for fan engagement, managing valuable commercial assets and growing participation among difficult to reach communities, delivering positive societal impact. As such, our strategy had to be multi-faceted whilst achieving a single, clear and concise, unifying idea.

First, we had to bring the wide variety of cycling tribes together, with an equally wide variety of abilities and motivations for cycling, we searched to identify a single visual icon that couldn’t be challenged. We were able to link the actual activity of cycling; the connection of the human body to the bike through the pedal stroke that every cyclist makes, from nervous beginner to Olympic Champion, and the commonality of that action across the whole Scottish cycling community, perfectly articulated through the ‘power of connection’ icon at the heart of the identity.

Our work was recognised by our peers winning the Design Effectiveness category at the 2023 Scottish Design Awards and Scottish Cycling went on to win Governing Body of the Year at the Scottish Sports Awards later that year.

Deliverables:
Strategy and messaging
Identity and brand guidelines
MS templates and toolkit of assets
Collateral
Interiors and venue dressing

See website here.