UCI World Cycling Championships Glasgow and Scotland 2023
An event brand as a catalyst for societal change

First and foremost, we needed to develop a brand worthy of an international, world-class, elite sporting event. But the ambition was for it to be so much more - a rallying cry, a beacon, to provide oxygen for wider policy initiatives to be realised.

From the outset, we knew we had to turn the traditional event delivery model on its head and put national government policy ambitions for cycling in Scotland at the centre of our event brand strategy. The strategy we created helped the client do this by capturing the unique power of the bike that will ensure the Championships are a catalyst for significant change and progress in Scotland by making cycling part of the normal, everyday lives of everyone.

Deliverables:
Strategy and messaging