What

Campaign idea
Campaign identity
Campaign guidance

How

Brand idea - This is where legends are made

The Challenge:
British Cycling needed a unified identity for its National Series and National Championships - one that captured the prestige of elite competition across every discipline.

The task was to modernise the events in line with British Cycling’s refreshed brand, while creating clear, flexible lockups that gave both Lloyds and British Cycling a strong, balanced presence. The identity also needed to bring national pride to life and work confidently across every channel, event and discipline.

The Solution:
We began with a story designed to capture the emotional intensity and ambition behind these events. That story inspired our design direction and final identity.

The Story:
The British Cycling National Series and National Championships are the pinnacle of homegrown racing: where the country’s finest riders test themselves on Britain’s toughest roads, circuits and trails.

This is more than a race series. It is the proving ground of champions. Where rising talent lines up beside seasoned professionals, all fighting for prestige, ranking points and the right to be called the best. 

Every race is unpredictable, electrifying and fiercely contested - an unscripted spectacle where split-second decisions and pure determination can decide the outcome. It is where strategy meets instinct, and skill meets ambition.

Racing on the edge: bold, relentless and fuelled by passion. A stage for the fearless, the driven and the elite.This is where the future of British cycling is forged. Where talent meets opportunity. This is where legends are made.

The Output:
We created distinctive identities for the National Series and National Championships, balancing the Lloyds and British Cycling logos to express a clear, confident partnership.

For the Championships, we drew on the red, blue and white champion colour palette to create a stronger sense of national pride and sporting prestige.

We also developed a flexible supergraphic using Vic, British Cycling’s symbol, as a backdrop - applied in either solid or outline depending on the event.

The result was a simple, adaptable identity system that could be applied consistently across every discipline, channel and event application.